Future is back with another visual, and this time Pluto is taking fans straight into the wild world of “Build A Bitch.”
The Atlanta rap superstar just dropped the official music video for the track from his latest album, The Real Me, and he brought in none other than Cole Bennett to direct the visual.
The video arrived Tuesday, October 6, giving fans a visual companion to one of the more unusual records on Future’s latest project. And judging by the early reactions online, the video definitely has people talking.
“Build A Bitch” appears on The Real Me, Future’s 22-track studio album that arrived in July. The project marked another chapter in Future’s long-running career and featured the rapper leaning heavily into the dark, strange and sometimes unpredictable style that fans have come to expect from him.
But “Build A Bitch” stands out because of its concept.
On the song, Future imagines what it would be like to essentially create his ideal woman from scratch. The record has a bizarre, almost dreamlike quality to it, with Future describing the type of woman he wants while riding over a stripped-down, eerie production.
Now, Cole Bennett has taken that concept and turned it into a full visual.
Bennett is known for his distinctive approach to hip-hop videos, particularly through his Lyrical Lemonade platform, and the pairing with Future makes sense considering the off-the-wall nature of the song.
The announcement of the video had already gotten hip-hop fans talking before it even dropped. Future revealed that Bennett would be behind the camera, and social media immediately started debating what the two would come up with.
Once the video arrived, fans had plenty to say.
Some viewers praised the visual for giving the song another dimension, while others joked about the unusual concept and the imagery surrounding it. One fan even joked that Future’s lyrics suddenly made more sense after seeing the video, while another compared some of the visuals to the strange world of Five Nights at Freddy’s.
Basically, the internet is doing what it always does when Future gives fans something unexpected: arguing about it, laughing about it and replaying it.
And that’s exactly what makes a release like this work.
Future doesn’t necessarily need to give fans a straightforward music video filled with luxury cars, beautiful women and expensive jewelry. At this point in his career, he can afford to get weird with the visuals and let the music speak for itself.
“Build A Bitch” is also an interesting track within the context of The Real Me. The album features 22 songs and gives listeners another look at Future’s current creative direction. Critics have noted that the project leans into familiar Future themes while also experimenting with unusual vocal performances and production choices.
The song itself is just over two minutes long, making it one of the shorter cuts on the album, but its concept clearly left enough room for a visual treatment.
And now that the video is officially here, fans can finally see what Future and Cole Bennett had in mind.
This also gives The Real Me another moment in the spotlight.
Future released the album on July 10, and the project contains tracks including “Fukk A Interview,” “One Two,” “California Girls,” “Tank Top Pluto,” “Weight Up,” “Konnichiwa,” “Trench Coat,” “Snow in Skyami,” “Build A Bitch” and “Radio.”
The album has already generated plenty of conversation among Future fans, and the new visual could give “Build A Bitch” another push as listeners revisit the project.
For Future, it’s another reminder that he doesn’t have to follow the traditional formula.
Give Pluto a strange concept, an eerie beat and a director like Cole Bennett, and apparently you’re going to get something that has the internet debating what the hell they just watched.
Whether you love the video or think Future went completely off the rails, one thing is clear: “Build A Bitch” definitely isn’t your average rap music video.
And knowing Future, that’s probably exactly how he wanted it.
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