Future & Kanye West Embrace The Dark Side In 'Keep It Burnin' Video
Future celebrated the release of his eagerly-awaited new album I NEVER LIKED YOU on Friday (April 29) by giving his menacing, Kanye West-assisted “Keep It Burnin” a visual makeover.
Directed by Rick Nyce, the video finds the Atlanta and Chicago rap stars embracing the dark side as they dress in all-black in a dimly-lit warehouse. Picking up where his Diddy-approved cameo in Pusha T’s “Diet Coke” video left off, a masked Ye pulls out more dance moves as he addresses his divorce from Kim Kardashian and his presidential ambitions.
“Coming from the ‘Raq/The home of the drillers/I’ma buy a home, then see you’re home if I miss you,” he raps over ATL Jacob and DB’s hard-hitting production, before adding, “Comin’ for the house, real change in a minute/When I run for ‘24, I know my spouse better be with me.”
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“Keep It Burnin” was originally recorded for Kanye West’s DONDA 2, which was executive produced by Future. The song even appeared on an early version of the album that arrived on Ye’s $200 Stem Player in February, but was removed shortly after.
The reason behind the track’s omission was made clear this week when it appeared on the tracklist for I NEVER LIKED YOU, which hit streaming services at midnight on Friday. The 16-track project also features Drake, Kodak Black, Gunna, Young Thug, EST Gee and Tems.
I NEVER LIKED YOU serves as Future’s first solo album in almost two years following High Off Life, which debuted at No. 1 on the Billboard 200 in May 2020.
“Keep It Burnin” is Future and Kanye West‘s first official collaboration since 2014’s “I Won”, although as the Freebandz boss explained during a recent interview with GQ, their relationship runs deeper than most people realize.
“Me and Kanye always had a relationship,” he said. “But it’s hard for people to understand, because I don’t put everything on Instagram. Kanye flew me to Paris in 2011 or 2012 to work on music. [Discussing] his clothing line before it came, his shoe business before it came. People don’t know I’ve been able to go to his house, and pull up right into the crib. We just never talked about it.”
Stream I NEVER LIKED YOU below.