Rusko’s music video for “Hold On” (featuring Amber Coffman) just came out on June 23 in support of his new album O.M.G… Strange for a music video, this is basically a documentary about Rusko’s life on tour, in which: he takes trains, taxis and passes in front of impressive European architecture; he goes to nightclubs, rocks the party, makes the crowd bounce, unplugs his equipment, then suddenly he’s in front of a whole new crowd and rocking the party some more; at the same time, he’s also sort of doing a marketing job for his Wake the Fuck Up t-shirts and making a fashion statement out of a bed-head mohawk hairdo; Rusko’s crowd meanwhile is behind barricades, insanely happy, and in some cases wearing panda bear costumes; and all of this sort of repeats for a while, and then Rusko walks out in the street and some smiling fans wave to him and the video ends.

The video’s directors Jason Miller and Charles Ryan deserve some credit for A) not going over 5 minutes in their documentary, and B) not including any dialogue. To be honest, if it’s a DJ, we don’t really care what he looked like in high school or what section of the newspaper he reads, while we do probably care what brand sneakers he wears and whether he drives a Porsche or a Ferrari. Having a soul (and losing it) is for rock stars. DJs are different. With the dance crowd, image is the main thing and the only thing, because that’s what translates into how good their parties will be. And, believe it or not, as I say this, I feel like I’m being way more honest than cynical.

CONCLUSION: On the whole, this effort at Rusko propaganda gets a “B”, mainly because there are not enough hot babes. C’mon, are there really no hot chicks into dub step?

To see for yourself – and in the spirit of old-school reviews, I’m keeping a little distance and not embedding the video – just follow this link:

Music video: Rusko “Hold On” (featuring Amber Coffman)