Following his public memorial Wednesday (June 27), XXXTentacion's team has unveiled the “SAD!” music video at the top Thursday morning. The visual is written by the artist born Jahseh Onfroy, who also helmed the creative direction for the clip.
The JMP-directed visual kicks f with X creeping into his conscious and meeting Gekyume, which is a word the South Florida native actually created himself, meaning a different state or the next universe thought. Subtitles run across the bottom the screen with basic questions about his being as the genre-blending rapper enters his own funeral, staring down a former version himself in the casket.
XXXTentacion is now face-to-face with Gekyume, who looks more like the grim reaper now, in a dark room with his head bowed. “You will spread love throughout the world, praise and joy unto my name and change the overall cycle energy we are digesting,” reads the bottom the visual.
X then begins brutally beating on his old self until he is no longer alive. “You have done well at battling yourself. Your demons seem to honor your efforts. Are you satisfied,” runs across the screen to close out the gloomy video.
“SAD!” rose over 50 spots to posthumously notch XXXTentacion his first No. 1 record on the Billboard Hot 100 this week. He became the first artist to accomplish the feat in a lead role since The Notorious B.I.G. did it in 1997 with “Mo Money Mo Problems.”