Background
Creative Control were heavily involved in the production of the Fromdatomb$ video, with co-founder Chike Ozah credited as producer. The video featured innovative use of filmmaking technologies to achieve an authentic 'old school' feel to the video; it appears as if is being played through a VHS, befitting of the 90's boom-bap style of the artists music. Regardless of one's opinion of the music, the video's aesthetic can be strongly appreciated.
Camerawork
The camerawork is another clear throwback to hip-hop videos of the late 80s and 90s. There are no static shots in the piece. Instead, a rigged camera captures scenes of the artists delivering their raps to the camera.
The omission of any narrative elements to the video set it apart from many modern music videos, which often strive to tell detailed stories through the music video. Instead, the simple, understated performances of the artists put the video's focus on the sound and feel of the music, complimented by the authentic setting of urban Brooklyn.
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| An example of the dynamic, handheld camerawork. |
Sound
The song used is similarly befitting of the 'VHS' look of the video. Bada$$ samples 80s Brooklyn hip hop group 'Stetsasonic', another clear throwback to old school boom-bap hip hop.
Furthermore, the sampling of another set of native Brooklyn musicians gives depth and realism to the presentation of inner city Brooklyn which prominently features in the videos locations.
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Some examples of the urban Brooklyn setting, complimented by the authentic boom-bap sound.
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Editing
The videos post-production is probably the most interesting area of the music video.
Creative Control shot the video using a RED epic - the industry standard camera - however, to achieve the old school 'VHS' effect seen, the HD footage was connected to a VCR through a capture card and transferred onto a VHS tape.
It appears as if the HD and VHS layers were then layered on top of each other in the editing program and rotoscoped to mask out all but a single moving subject, creating the effect of the artist 'popping' in the foreground, with a VHS effect in the layer behind him.
The mise-en-scene in the video presents another interesting field of analysis. Aside from the Brooklyn setting, (which has been covered above) the clothing of the artists in the video similarly helps establish the video as befitting of the hip-hop genre. Joey Bada$$ is decked out in New York street wear brands like 'MISHKA' and 'ONLY', such street wear is synonymous with hip-hop culture.
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| The artists in the video also sport iconic street wear items of past decades, for example the 'bucket hat' as seen in centre frame. |
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