Rich the Kid has officially “Lost It” in new video

Featuring two-thirds of the Migos.

After teasing the music video for “Lost It” on Instagram last month, Rich the Kid has finally dropped the clip, and it features appearances by Migos’ Quavo and Offset. And if the song’s title wasn’t enough of a hint already, then prepare yourself—because the visual is straight-up bonkers.

Directed by Alex ‘Grizz’ Loucas, the video stars Rich as a hostage iof a grim-looking mental institution, which slowly drives him hysterical. Strapped in a straitjacket, the Rich Forever president rebels against his sadistic torturers as they force him into an electric chair. The scene flashes back and forth between cuts of Quavo rapping outside the building, and Offset spitting rhymes in a neon-lit garage filled with luxurious whips.

Towards the end, we see Rich fleeing the facility… or, err, does he? Find out below:


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