When I posted the emoji video for Beyoncé’s “Drunk in Love” a couple weeks ago, I noted I hadn’t seen anything quite like it before.
That video is not alone anymore now that video producer Jesse Hill has come back with an emoji music video for Mastermind highlight “Sanctified,” but I’m beginning to think there’s more to this emoji video idea than just novelty. One of the nice things about these videos is that they gloss the lyrics at the same time as they give you a way to focus in on them. In other words, they’re practical, in a way, in addition to playful. Regardless of what pleasure you get out of them, thank goodness there’s an emoji for Yeezus.