The inspiration for the video’s visuals, were largely, Los Angeles. The artist also made a point to pay homage to R&B stars who came before him, both as an honoring and to show that the traditional style of R&B is still very much alive—albeit in this case, injected with his own new wave, contemporary sound.
Becton spoke about coming up with the concept for the music video:
“When coming up with the treatment for the video, we knew without a doubt that Los Angeles had to be the backdrop. In the video, you see places in LA that are pieces of my reality: a Downtown Los Angeles skyline which is where I worked my first job, you get a glimpse of La Brea which is where I spend half my time just sitting in traffic and you get to experience what my home for the past two years looks like when you see The Jungles, a very historic neighborhood in LA.”
To create the cinematic visuals that Becton saw for “Rainin’ in L.A., he collaborated with director WALU (21 Savage, Teyana Taylor, Tory Lanez, Lil Mama)
“WALU was the only person I knew that could capture the essence of the song so well and I truly do not think anyone else could have done a better job.”
Becton went on to say that social media has been complaining about “how R&B wasn’t the same anymore because men don’t sing in the rain, so I wanted to fix that problem. I really wanted to do something that paid homage to the great R&B artists that paved the way.”
And sing in the rain he does.
The result is soulful, personal, and showcases the intrigue of the city of L.A.