Rapper JPEGMAFIA has released a new music video as a part of the IHC 1NFINITY music video universe. Similar in concept to the Marvel cinematic universe, the IHC 1NFINITY music video universe attempts to put separate music videos together to tell a larger story. JPEGMAFIA’s music video is for his single titled “The Who,”  one of the rapper’s most recent songs. The universe so far has seen content from around a dozen different artists, all allowing the label to make their music part of a much more well developed story. The IHC 1NFINITY universe is the first of its kind, with the label breaking new ground into what artists can achieve with their music.

The music video universe is put together by the creative agency and label IHEARTCOMIX, who wished to do something no one had ever done before. The story of the 1NFINITY universe is based off of sci-fi and horror films from the past, revolving around a conspiracy uncovered by the main character. The protagonist is a woman named Alex Stone who discovers a large criminal conspiracy being conducted by a large corporation known as N.O.M.A.D.I.C. The plot thickens as Alex is sent on a journey full of betrayal and intrigue. The story told in “The Who” is the point in the story where much of the greater story is revealed and Alex begins to understand what it all means. Fans should be sure to go back through the rest of the videos to fully understand the universe as a whole.

JPEGMAFIA’s “The Who” is one of the leftover tracks from his critically acclaimed album Veteran. The rapper stated that he decided in the end to leave the song off of the album, one of the biggest successes of underground hip-hop in 2018, but still wanted to bring it to a wider audience. The track was released as a single a few months ago, but just recently was adapted into a music video. Fans of both the IHC 1NFINITY music video universe and JPEGMAFIA should check out the music video for “The Who,” which can be found below.