LATEMILK

Building a foundation for a music video platforms in Italy, with Latemilk.

In the last decade of music, trap music has seen a rise in popularity from a confined space in our culture to the most pervasive genre in existence. 

With this rise in cultural significance of trap and its commercial viability (hard to know which precedes which) there comes a broadening of the media that accompanies the music itself.

By that we mean to say that there are other artistic avenues opened by the popularisation of the genre, such as fashion/merchandise drawing from sounds, photography documenting the development of the scene and video-making, most saliently.

The last of these avenues is what Latemilk, a roman based video-maker, has decided to venture into in order to expand the scope of artistry going on in Italian trap.

The easy yet apt comparison to make is one with American video-maker and now household name, Cole Bennett and his Lyrical Lemon brand. 

Latemilk is as far as we can tell, although preceded by other notorious trap video-makers such as Alessandro Murdaca, one of the few to use his platform to provide services to a variety of different artists in the Italian scene. What distinguishes him from other video creators is the variety both of styles of shooting that he covers for independent artists.

Just like his American forefather, the basic idea is to attach oneself to still independent- yet promising artists, and by doing so agglomerating in one’s platform promising acts to be propelled into the eventual mainstream.

While not limiting himself to music videos, instead opting to also document things like backstage content, Latemilk’s catalogue already flaunts an impressive list in terms of the notoriety of its constituents. 

Infamous producer and rapper Sick Luke, trap innovator Gallagher FlexBoy, GOYA of WingKlan are all and finally DARK POLO GANG are all artists that Latemilk has been Abe to link up and collaborate with just in the span of two years.

Ultimately, by showing his ability to draw big names in his radar and by demonstrating an obvious improvement in the quality of output, Latemilk convinces us that the maybe utopian plan to achieve Bennett status in Italy, may just be achievable.