Unorthodox

"Unorthodox" is the debut single by American hip hop recording artist Joey Badass, taken from his second solo mixtape, Summer Knights. The song was produced by DJ Premier. "Unorthodox" was released as the mixtape's first single on January 14, 2013 on iTunes. Background and composition Joey Badass made a one-off single deal with Mountain Dew's promotion team Green Label Sound. In an interview with HipHopDX he explained how he was able to work with DJ Premier: "Shout out to Mountain Dew and Green Label Sound for linking that up. I did a one-off single deal with Mountain Dew and they just hooked that up for me. I was like I'll do this for you, and we just gon' get you in the studio with Premier. That's how it happened. It was like a dream come true." Music video The music video, directed by Coodie & Chike, was released on March 13, 2013 on Joey Badass' YouTube channel which he shares with his hip hop collective Pro Era. DJ Premier makes numerous appearances in the video. The video features animation visuals as through using rotoscope animation throughout the entire video. The visuals were created by designers CJ Cook, Luke Infinger, Ben Gabelman, and Jordan Taylor. The visuals were inspired by artist Evan Hecox. The description of the video has stated: "the goal was to capture the essence of the artists as the surrounding elements emphasized Joey's gritty lyrics."