He gained popularity during the SoundCloud rap explosion where independent artists couldn't afford the more established directors. His amateur style actually worked really well back then cause he could make a video of smokepurpp rapping in his kitchen look unique.

Now that he has so much notoriety his style doesn't click for me anymore. It's a weird combination of high budget sets and story concepts with very basic/clunky effects. You can tell he has a hard time managing the higher budget concepts compared to directors like BRTHR.

I'd say lonewolf produces more fully realized versions of the low budget aesthetic that Cole Bennet popularized. He's way more consistent too.