"Big crews and fancy equipment is great, but all you need to express your creativity is the phone in your pocket," wrote director Cole Bennett, who shot the entire video for Lil Yachty's "Yae Energy" using an iPhone 13 Pro Max.
"Hit me if you see this apple :)," Cole added on YouTube, where the video has garnered nearly 2 million views in just a few days.
Yachty's debut Lyrical Lemonade entry follows him as he visits several iconic Chicago destinations, including Harold's Chicken, the White Sox's ballpark, the Lyrical Lemonade offices and more.
Yachty rocks a fit reminiscent of "Where's Waldo?" and utilizes his signature nonstop flow complete with unfiltered punchlines: "150 my shows / Pull up with three model b*****s, Coca-Cola nose / Kamikaze middle of the party, my nose feel extra snotty / Might deposit Mona Lisa profit, can't fit in no one's wallet."
Yachty also claimed he's "the first signed rapper to shoot a video fully on the iPhone." (The 24-year-old is signed to the Atlanta-based label Quality Control, home to Lil Baby, Migos and more.)
But the creator of the "first rapper" trend, Soulja Boy, disputes this idea: "You late. I been did that before you even got signed." Yachty didn't respond.
In a behind-the-scenes recap, Cole revealed he's hoping to do more iPhone music videos. The next rapper who could get this treatment is Chicago's own Lucki, who's rapped alongside Lil Yachty on "Greed."
Lucki, G Herbo and Cole partnered a year ago to shoot a commercial for the Lyrical Lemonade x Chicago Bears merch collab.
After celebrating a successful rollout for "Yae Energy," Yachty took some time to cherish the work of one of his favorite artists, Drake. "Take Care one of the greatest rap albums of all time," he tweeted.
Drake's debut hit its decade anniversary on Monday.