Future unveiled his apocalyptic video for “Mask Off,” co-starring famed video vixen Amber Rose.
Future finds himself driving in the middle of an armed robbery gone haywire.
In the midst of all the burning buildings, masked lawbreakers, and bloodthirsty shoot-outs, Future watches everything unfold with Rose riding shotgun. To cap off the gripping video, he raps his lyrics on a rooftop, amid all the drama.
The Colin Tilley-directed video comes after “Mask Off” went platinum and became Future’s highest charting single to date.
The song, from the first of Future’s back-to-back No. 1 albums released earlier this year, was never intended to be a single, his manager Anthony Selah told me when we spoke a month ago.
“Nobody knew ‘Mask Off’ was going to be the biggest f$%king rap song,” Selah said.
“I loved the record. I thought it was dope. But I didn’t know it was going to be this big.”
Even before the song’s viral explosion, the data provided by streaming sites like Spotify and Apple Music let them know the song was rising.
“We’re now taking ‘Mask Off’ all the way, globally, we’re going for it.”