Time to be honest: I’m late to the Lil Yachty wave. I still don’t know what to think of him. I still haven’t made up my mind about his music. But I will say this: dude is fascinating, and there’s a reason that so many young people are on board.

In the post-Lil B world, hip-hop is moving in some interesting directions, but we’ve never seen anything quite like Lil Yachty. From his Lil Boat mixtape cover to CNN appearance, he’s created an oddball brand so strong that he can’t be denied. Whether you’re down with him or not, you can’t ignore the energy.

Like this:

Or this:

We’re still waiting to see where this ship sails (Yachty is only 18 years old!), but it’s moving quickly, and this incredible and absurd new Glassface & Rahil Ashruff-directed “1 NIGHT” video is sure to keep the momentum moving.