Cole Bennett directs the visual for the single from the rapper’s The Real Me
Future dons a welding mask and fires up power tools in his new video for “Build a Bitch,” which appears on his latest album, The Real Me.
In the Cole Bennett-directed visual, Future appears in an aluminum-walled room in the black-and-white clip. As he sings the beatless ballad and sparks fly, he creates an animatronic endoskeleton, which later joins him to harmonize on the chorus.
As far as what the rapper is building into his creation, it’s a “Whole lot of self-esteem/yeah, whole lot of potential/Whole lot of confidence and a rose-gold presidential/whole lot of loving on her/Whole lotta fire in her soul,” as he details in the song.
The clip ends on a cliffhanger with the words “TO BE CONTINUED” on the screen and the sound of more tools in the background.
In a behind-the-scenes video for “Build a Bitch,” Bennett reveals it was shot in Miami. Future comments that they haven’t shot a video together since they were with Juice WRLD seven years ago, likely referring to “No Issue” from Future and Juice WRLD’s collaborative album WRLD on Drugs. “This is for Juice,” Future says before they roll.