By David Bear
Phat Word is definitely on a different tip than most rappers in this city. He has a very old school sort of approach, and while he can boast with the best of them, he’s also a super humble, conscious cat. Knowing that, simplicity was key here.
I really had two main influences in how I wanted the video to look: first off, I’ve been really digging on the Stevie Wonder’s ‘Music Of My Mind’ era, and I knew I wanted to incorporate that aesthetic. A few weeks before shooting, Jason Foster & I were in Florida at a restaurant, and the video for Eddie Grant’s ‘Electric Avenue’ came on. I really liked the sort of strobe effect I saw in it, and it worked with the Stevie Wonder stuff I was already high on, so I fell back on that too.
With these in mind, I also can’t stand it when I see videos that are completely reductive; being influenced is fine and good, but there has to be originality. So I tried to give those aesthetics I was working with an updated, unique touch.










