Decoding the Pop Culture References in ScHoolboy Q’s “Numb Numb Juice” Video
Keeping fans waiting nearly three years for the first signs of often-teased next studio album—a project he delayed due to the death of his close friend, Mac Miller—ScHoolboy Q dropped a banger of a first single this week in “Numb Numb Juice.” The song reintroduces Q's one-of-a-kind brand of gangsta rap with help from a short music video clip that's already making a lot of noise on the interwebs.
Directed by Dave Free and Jack Begert, the brief but blistering joint’s accompanying video features a wigged-out Tyler, The Creator and bubbles with some nice references to pop culture and Q’s hip-hop influences.
Even the song title itself is a nod to some classic E-40 Bay Area slang for an alcoholic cocktail. (“I’m hella keyed and I’m perkin’ off that num num juice,” 40 Water confessed on 1999’s “Earl That’s Yo’ Life.”) 40’s crew, The Click, later wrote an anthem for their drink of choice, “Num Num Juice” on 2002’s Money & Muscle. Memphis-based Al Capone released his own “Num Num Juice” that same year.
Yep, in slang and in visuals, ScHoolboy Q is throwin’ it back to the 1990s. (And he films some original scenes worthy of later homage themselves.) So, this thing needs the Pop-Up Video treatment. XXL decodes the two-minute clip to identify the eye-catching references. —Luke Fox