Clocking in at almost seven minutes, the Jeremie Rozan-directed clip depicts Cudi battling some fashion-forward goons to promote Surface to Air's new jacket line, along with a cameo appearance from G.O.O.D. Music boss Kanye West.
The short begins with a view of a city at night, where a brown-and-red leather jacketed Cudi mysteriously breaks into a dark building, and engages in a full-scale assault of a crew of torch-bearing shadows, who are revealed to be wearing the same Surface to Air gear, along with their face tattoos, sledge hammers and assorted weaponry. Cudi judo chops, pushes and punches his way through the crowd of mysterious fashionistas, to the tune of 'Mr. Rager,' but ultimately finds himself dealt a death blow -- from himself -- before ultimately returning to reality on his therapist's couch.
Cudi, who also stars in the HBO series 'How to Make It in America,' recently blogged about his "rager" liftestyle, which he has accused fellow Cleveland MC Machine Gun Kelly of co-opting.
"There's only one original Rager, and thats me," Cudi ranted. "I started this 'rage' s---. The lifestyle, the term, the whole new meaning and definition of the word. Understand and be clear, IAM THE RAGER, IAM FOREVER. When you hear ANYONE talking bout 'rage' or 'raging', know where that s--- originated. Guess ima have to do some trademarkin'. ACCEPT NO SUBSTITUTES. WE LIVE THIS S---!"
Kid Cudi is currently working on his forthcoming 2 Be Continuum rock album 'Wizard,' and his third solo LP, 'Man on the Moon III.'