— Atlanta rapper Alex Bond shares his new music video for “ENDGOAL” off of his 2021 album, INNOVATION.
Alex Bond is as pure as it gets when it comes to a Hip-Hop artist. His masterful lyricism, highly artistic approach, and incredible attention to detail, among other things, place him in a league of his own, especially on the underground scene. His latest release — a new music video for his 2021 record, “ENDGOAL” — shows exactly that.
Written and produced by Alex Bond, “ENDGOAL” is a declaration of Bond’s inevitable success even going as far as describing his ultimate end goal as he raps,
“Endgoal is to be goated in the mountains with dollars,
10 Brazilian models massaging while I’m in moccasins
With my logo on the front gates like Rick Ross’s offices
Gon’ be bouncin’ unwelcome company from my domicile”
The music video, shot by Jabari Jenkins of Split Image Studios, is set in an empty warehouse-like studio that gives off the eerie, secluded vibe of a liminal space — perfect for the serious and authoritative delivery of Bond’s thoughtful and introspective lyrics. Furthermore, the remote scenery along with an assortment of creative shots and visual effects made the music video a captivating watch from start to finish.
Watch the full “ENDGOAL” music video and listen to the full INNOVATION album right here. For an extra treat, watch Alex Bond perform a crazy freestyle on episode 16 of our More Bars Please series.
Also, be sure to follow Alex Bond on Instagram and Twitter to see what he’ll be working on next.