As Lyrical Lemonade continues to expand into a music powerhouse for the Chicago scene and beyond, an increasing amount of local creatives are being brought on to the team. With each new member, a unique creative flare is added to Lyrical Lemonade. This was put in full effect through AMD Visuals, the director of the new Lil Yachty and Ian “Hate Me” Music Video. AMD has established himself as a groundbreaking director, and with this video being his first as an official Lyrical Director, he did not disappoint in the slightest. One of the most impressive parts of this video is that it was shot in a singular location. And the location itself was nothing special: it was a blank white cyc wall. Through interesting shots, perspectives, and editing, AMD proved that he is more than capable of creating a masterpiece even in a minimalist environment. More importantly, he proved to every aspiring director that they have all of the resources at their disposal to do exactly the same. The tasteful blend of intricate VFX and the barren backdrop offered a final product that was dissimilar from the rest of the game, which is consistent with all of the work that comes out of Lyrical Lemonade and its counterparts. As Cole continues to bring more creatives into his world, we as fans can expect a generational run from a company that has long served as an inspiration to people just like you and me.