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Following the positive reception of Tyler, the Creator's ST. CHROMA, the rapper officially released the highly anticipated lead single, NOID, from his upcoming seventh studio album, Chromakopia.
On October 21, the rapper released NOID to streaming platforms an hour after premiering the official music video, directed by Tyler himself and shot by Director of Photography Luis "PANCH" Perez.
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The 2-minute and 42-second visuals only capture the first half of the record, unlike the 4:47 minute version of NOID that was delivered to all major streaming platforms via Columbia Records and Sony Music Entertainment.
With Fridays typically reserved for new music releases, NOID's surprise drop at the start of the week made headlines, showcasing Tyler's "unconventional approach" to music marketing.
This mid-week release aligns with Tyler, the Creator's opinions on music release schedules, which he shared in a 2023 interview with music journalist Nardwaur. He suggests moving releases back to "Tuesdays" in an attempt to allow listeners to engage more deeply with the record when he states:
"I think we should put music out again on Tuesdays, instead of Fridays. I think it's a lot of passive listening, at parties or people get the time to the gym, so they're not really listening. And people on the weekends just wanna chill and hang out, so they're not really listening."
"If you put it out during the week, that commute to work or school, you really have that hour or thirty minutes to really ‘dive in’ and really listen. When that time is shorter, you get more done." He continued.
Bar-For-Bar: Breaking Down Tyler, the Creator's new single NOID
The themes in NOID sharply contrast with those highlighted in the St. Chroma video, where Tyler portrays "Chroma The Great," a commanding character who leads a group of followers into a shipping container only to blow them up.
The self-directed music video, shot in a colorless sepia tone, captures the trappings of Tyler's celebrity status while also touching on the dangers of South California and the rapper's need for privacy.
Notably, the video features Ayo Edebiri from "The Bear," in a cameo as a crazed fan. She rushes up to Tyler, walking through a crowd of people, initially seeking a photo before her iPhone manifests into a gun, suggesting the power of fan influence in today's social media landscape.
With NOID, Tyler, the Creator delivers a striking record that impresses with incredible production, sampling the Zambian rock band - The Ngozi Family, and also visually captures the inescapable paranoia that comes with celebrity.
Other notable themes discussed on the rapper's lead single for his seventh studio album, Chromakopia, have been provided below:
- Anxiety
- Paranoia
- Mental Health
- Stalking
- Privacy
- Personal Space
- Paparazzi
- Fame
- Success
- Wealth
Disclaimer: This review is rated explicit. Reader discretion is advised.
(Intro)
"Paranoid, paranoid, paranoid (Ayy) / Things feel out of order / Look and look around, I'm not sure of / Pair of paranoia, no (Such a—) / I can feel it in my aura (Woo) / Living between cameras and recorders, ah, yeah (Woo, woo) / I want peace but can't afford ya, no (Such a—)"
Tyler, the Creator introduces NOID, alongside singer-songwriter WILLOW, who supports the instrumental with spacy backing vocals.
The majority of the introduction is used to set the tone of verses and visuals that are to follow. The rapper speaks on his constant state of paranoia and highlights a longing for "peace" he can no longer afford.
(Chorus)
"When you come at my house, please be respectful because I don't like talking too much. Talking too much breeds gossip. [translated from Nyanja]"
Tyler invites listeners into the sonic landscape created by sampling The Ngozi Family's 1977 hit record Nizakupanga Ngozi, which appears on their album 45,000 Volts.
Opening as the hook on NOID, The Ngozi Family's lead singer, the late Paul Ngozi, sings in his native Nyanja language, which when translated highlights the importance of personal space, privacy, and mutual respect.
As the Nizakupanga Ngozi sample blends into hard-electric guitar progressions, Tyler showcases Chroma The Great's paranoid mental state, constantly looking over his shoulders as he runs away from fans wishing to meet him.
The character gets into his sports car and immediately drives away with his schizophrenic state as he continues to imagine a car still following him in his rearview mirror.
(Verse 1)
"I can't even buy a home in private / Home invasions got my brothers dyin' / Notice every car that's drivin' by / I think my neighbors want me dead / I got a cannon underneath the bed"
Tyler, the Creator opens on NOID's first verse, delving deeper into themes of personal security and the extreme measures he takes, from noticing every vehicle that passes by to keeping a loaded weapon under his bed to safeguard his privacy.
Speaking on the dangers of home invasions, this bar may allude to Pop Smoke's tragic murder in 2021. The late rapper was shot dead after individuals broke into his Los Angeles residence in Hollywood Hills, roughly 10 miles from Tyler, the Creator's newly purchased 13 million-dollar mansion.
"Triple checkin' if I locked the door / I know every creak that's in the floor / Motherf--ker, I am paranoid (Such a—) / I loop around the block, eyes glued to the rearview / Rather double back than regret hearin', Pew, pew"
Tyler, the Creator continues by highlighting the extremities of his anxious condition, highlighting how he "triple checks" all door locks. The rapper also seems to be conscious and aware of every creak in his floorboards, before finally accepting he's paranoid.
The visuals find the protagonist scurrying around his house and peeking out his windows to ensure he wasn't followed home. Chroma The Great then imagines himself getting robbed at his house, showing the extent of his paranoid state.
"Never trust a b---h, if you good, they could trap you / So just strap it up 'fore they f--k around and strap you, b---h"
The verse ends with Tyler, the Creator citing how his successful career is a strong reason for women to want to "trap" him, by having his baby, taking away his control, and trapping him in a cycle of financial support payments.
The music video doubles down on this idea, as viewers find Chroma The Great sitting in a room with a woman before the camera pans to a baby playing behind him. This leads Tyler to suggest staying "strapped up," used as a double entendre for self-protection, as he refers to both condoms and guns in a single line.
The Ngozi Family's powerful hook returns before the rapper introduces fans to the second half of the record, exclusively released on streaming platforms.
(Interlude)
"Don't trust these people out here / Please, whatever you do / Keep to yourself, keep your business to yourself / Don't even trust these motherf--kin' accountants / 'Cause they will try to get off on you, okay? Please, because I don't wanna have to f--k nobody up / I promise to God"
Listeners are then introduced to a spoken-word interlude, delivered by Tyler, the Creator's mother, Bonita Smith, warning her son about the dangers of being exploited in the music industry.
She asks Tyler to keep to himself, building on themes of isolation and solitude, citing that he should never trust opportunistic people within his team.
(Refrain)
"Don't it seem so good? Ooh, ooh (Oh, na-na, oh, na-na, ayy) / Don't it feel so good? (Oh, na-na, oh, na-na, ayy) / Don't it feel so good? (Left shoulder, right shoulder, left shoulder, look, ooh)"
Bonita and Tyler, the Creator deliver NOID's refrain, fueled by its ethereal adlibs and vocal performances, effectively building the anticipation toward the rapper's second verse.
The first bar primarily finds Tyler highlighting his envy for those who get to enjoy a simple life, void of any public anxiety or paranoia.
"Left shoulder, right shoulder (Watch your surroundings), left shoulder, look, ooh (Oh, na-na, oh, na-na, ayy) / Who's at my window? Na-na, who's at my window? (Oh, na-na, oh, na-na, ayy) / Who's at my window? (Okay, okay, okay—yeah), who's at my window? (Oh, na-na, oh, na-na, ayy)"
Thematically, the refrain centers around Tyler accepting his mother's words of never trusting those around him. Although his feelings of paranoia may stem from Bonita's statements about the music business, the rapper's second verse builds on why he personally feels anxious about his own celebrity status.
(Verse 2)
"No cameras out, please, I wanna eat in peace / I don't wanna take pictures with you n----s or b---hes / Nervous system is shook, way before nineteen (Yeah) / LA'll do that to you, where you from, n---a? Who ya?"
Tyler, the Creator proceeds to target fans and individuals who walk up to him in public restaurants, hoping to get a picture or recording of the rapper.
Based on statements made during his 2018 interview with comedian Jerrod Carmichael, Tyler has expressed a distaste for people who'd rather "record him," than sit down and talk to him.
Tyler also takes a shot at the City of Los Angeles for exacerbating his paranoia, given that he grew and developed his career in the "entertainment capital of the world," which is suggested as the reason why he faces major social anxiety issues.
"Satellite (Satellite), screenshot (Noid) / Paparazzi (Noid), NDAs (Noid) / Privacy? Huh, yeah right, I got a better shot in the NBA / Ain't no respect for nothin', voice recordin' our discussions / Her, him, they, them, or anybody, I don't trust 'em at—"
Tyler, the Creator's stance on whether he would ever be able to maintain a private life, is humorously compared to him having a "better shot" at being drafted by the NBA, an organization that maintains a 1.2% acceptance rate for college basketball players.
The rapper also interestingly highlights his overly suspicious nature by citing how he believes that people around him have recorded his calls and personal discussions. Tyler claims that nobody has any respect for privacy, as the reason why he doesn't trust people.
"At all (Noid), some pray for my fall (Noid) / Hearin' clicks on the calls (Noid) / N----s hackin' for some rough drafts / B---hes lookin' for a buff bag / Risk that for some jaw, nah"
Tyler proceeds to draw from personal experiences that led him to not trust people, citing instances from hearing screenshots being taken while on video calls to women wanting to sleep with him for his access to a luxury lifestyle.
The rapper also references "group-buy" events set up by hackers who steal unreleased records from artists and leak the entire file online after their target donation amounts are received.
Tyler states how fans willing to spend money on rough drafts and unreleased records are factors that contribute to his belief that artistic privacy is no longer being respected.
"You sing along, but you don't know me, n---a / Nah, never ever, not at all, y'all / N----s crossed the line, like f--k the stop sign (Noid) / They wonder where I close my eyes at, I keep my eyes wide / On God, this s--t cooked, brodie"
The rapper then targets people he doesn't consider fans, but who still listen to his music, explaining that although they may know the lyrics to his songs, most people don't know who and what Tyler, the Creator represents as an artist.
He explains how most fans prefer to know where he lives and more intimate details about his life, rather than what he wishes to accomplish in his career, citing this as a reason why he keeps his "eyes wide" awake at night.
"Look, brodie (Noid), handshakes got me shook, brodie / N----s want info about me? (Read a motherf--kin'—) / Read a book on me, ugh"
Tyler, the Creator ends his verse by highlighting how his trust issues impact casual meetings as well.
The rapper suggests that if people continue to want to know more about him and his personal life, instead of invading his space, they should read a book written about his life.
(Outro)
"Leave me alone, leave me alone (Baby, I'm paranoid) / Left shoulder, right shoulder, left shoulder, look (Don't it feel so good?) / Left shoulder, right shoulder, left shoulder, look (Ugh) / Left shoulder, right shoulder, left shoulder, look"
Immediately transitioning out of his verse, Tyler delivers the outro for NOID where he seems to accept his paranoid mental state, citing how he'll always look over his shoulders.
"Leave me alone, what you want? / Leave me alone, what you want? / Leave me alone (Who's at my window, my window?) / F--k, damn (Who's at my window?) / Paranoid"
The single concludes with Tyler, the Creator's desperate pleas for solitude, underscored by his adlibs that suggest someone is still lurking around him, peering into his proverbial "window."
Tyler, the Creator's NOID serves as a strong lead single for the rapper's highly anticipated seventh studio album.
With a sharp commentary on fame and privacy, stunning visuals, and electric production, this record sets a very compelling tone for what Chromakopia intends to deliver to fans next week.
