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Tyler, the Creator Builds an Emo Barbie World in Two-Part ‘IFHY/Jamba’ Video

Self-directed clip from April 2 album 'Wolf'

picture-18576-1373300776Marc Hogan // March 29, 2013

“I love you,” Tyler, the Creator murmurs into the camera. But his face is cartoonishly made up, and he flashes a cheesy Alfred E. Neuman grin the next instant. That’s a telling moment early in the video for “IFHY,” from the Odd Future rapper’s April 2 album Wolf. Though he raps, with some plausibility, that “this isn’t a song” but rather an “emo” outpouring, the video, self-directed under his Wolf Haley alias, is a Michel Gondry-like surrealistic fantasy — well worth watching, even as it contains so many of the contradictions that make Tyler such a frustrating figure. After he paces around a toyhouse alternately wooing and berating a mute doll-woman, the video, as with his previous clip for “Domo 23″ or even his latest late-night TV performance, swerves to another song. In this case, it’s “Jamba,” which moves from a poignant observation about his father to copious demands for oral sex. Tweeted Tyler shortly after the video’s premiere, “I FUCKING HATE YOU.” Get it?