Now, the enigmatic singer has delivered in a big way with a totally bonkers and visually arresting video for Nikes, which makes that excruciating four-year wait for new music all seem worth it.
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Fans will have to sign-up for Apple Music to experience Ocean’s new visual album, as well as the album we’re expecting this weekend.
While many have reported that Endless is Ocean’s long-awaited new record, it is, in fact, a separate project to his follow-up LP Blonde.
That aside, Ocean’s video is certainly eye-catching as he performs the lyrics in an all-white beaded pearl jumpsuit.
Of course, the French phrase could also simply be a reference to the direct translation – “like the boys” – as the original title for the album was supposed to be Boys Don’t Cry. There was no news a year ago about his next release, which left his fans moaning, but later, he appeared in a mysterious Apple-hosted live stream where he was seen tinkering away in a woodworking shop – the same shop that featured in Endless. “I got twoooo versions”, Ocean croons on the hip-hop-inspired, beat-driven track, in reference to his two new albums. This is what’s referred to as a “visual album”, and it’s been titled “Endless”.
Endless showcases Ocean’s simple yet reflective style, as the singer/rapper drops poignant lyrics over laid back sounds.
According to Rolling Stone, Endless is a precursor to the elusive singer’s new proper album release, formerly titled Boys Don’t Cry, which will reportedly be available this weekend under a new name. You may have to rewind Ocean’s five-minute-long clip several times just to get an idea of what you are looking at.
The video ends with self-immolating Ocean – or at least someone wearing the same Jenny Holzer shirt as Ocean – being extinguished.
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How to watch Endless: Go to the Apple Music homepage and click on the promotional image for Endless.
