A little over a week after surprising and shaking up the Hip-Hop and music world with the return of Gang Starr’s very nostalgic and gemful amazingly great new single, Family and Loyalty. DJ Premier returns with the premier of the Fab 5 Freddy-directed video for the J. Cole-assisted single.
A very nostalgic and gemful new visual that features archival footage of the late great Guru, while Premier walks around New York City dropping (literal) jewels around the city. All while the late great emcees son, Keith Casem, follows him around and is a very focal point of the video, which was shot in location in both Harlem and guest artist Cole’s Fayetteville, NC home. Really truly helps bring the gem filled and knowledgeably conscious street lyrics truly to life, even with Guru not being here in the physical form.
Something that wasn’t lost on Premier, that this is the first Gang Starr video to be shot without Guru being present in the physical form. Having the following to say in a statement, “Everything is very emotional and raw, because he’s not here, but his spirit is here.”
Having Keith as a focal point of the new visual is what makes it so touching, nostalgic and full-circle too. Really helping bring such an already much-talked about and amazingly pure true to the core Hip-Hop record that’s needed now, even more to life.