If you’re someone like me who has only ever heard Macklemore’s "Can’t Hold Us", then the music video would also have come as quite a shock. While I was expecting clubs, flashing lights, and shots of half naked girls, I instead was introduced to images of men racing through snowy mountains on dog sleds, camels traveling through the desert, a ship traveling the seas and someone receiving a haircut on the beach. Each scenario includes what appears to be an American flag with “The Heist” written where the stars should be.

            Will earlier wrote that most music videos just exist to promote and make money. I agree. The mere fact that this entire video revolves around the name of Macklemore’s album “The Heist” traveling the globe proves this. It is literally a visual representation of global promotion. However I choose to look at this a little more optimistically than Will might.

            Maybe I am a bit biased because of the great respect I have for Macklemore and all that he stands for (as opposed to most rappers obsessed with drugs, sex, and money) but I think Macklemore’s intentions were innocent and not just about the money. For one thing, he does not even belong to a major record label, something he clearly states in this song when he says, “Labels out here, Now they can’t tell me nothing”.

            This line is then followed by “We give that to the people, Spread it across the country”. Based on the lyrics, it seems to me that Macklemore is just proud of what he and his partner, Ryan Lewis, have achieved all on their own. There’s nothing shameless about their promotion. If anything it’s inspiring. That’s what the raising of a flag is supposed to be isn’t it? After all the extravagant scenarios and the long journey that flag went on throughout the entire music video, there was something very satisfying about seeing that flag raised for all to see.          

Then, of course, there is the ending, which is so unlike most music videos. All of the people involved in this project were named in complete silence, eliminating any distractions that might take that recognition away from them. With most videos, it is only about the label but here every individual receives his or her credit. This goes along with his lyrics “Now I never did it for a throne. That validation comes from giving it back to the people.” “The people” could be both his colleagues and his audience. This just validates that yes, it is a promotion but not for selfish gain. Macklemore genuinely wants to share his work because he’s proud and wants it to be seen and heard.