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Rich the Kid, “I Don't Sell Molly (Remix)”
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Migos ft T.I. , “Trouble”
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Video: Theophilus London, "Why Even Try"

In the video for "Why Even Try," LVR Theophilus London clowns around with a brunette valley-doll on video chat, imagines himself posing as Elvis Costello and gets ravaged by paps broadcasting on not-TMZ/TL-TV. Fake it till you make it? Or he's already made it—premiering this clip on MTV, hailed by NPR's morning pillar Ann Powers as some kind of next-Prince. We think this has more of an Mtume feel, actually.

Video: Theophilus London, "Why Even Try"