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The Roots - What They Do (Dir. Charles Stone III)

A video from 1996, that I remember watching at the time and thinking was pretty funny.

It's like, for most commercial hip hop artists it's the most important thing in the world for them to be seen as 'Real' and 99% of them try so hard to be seen as 'Real' that it becomes like self parody.

It gives me no pleasure to name and shame such an easy target but you only have to look at 50 Cent's 'PIMP' video and its' ticked pretty much all of the cliche boxes this video presents, only in a way thats completely devoid of self reference and irony.

I like The Roots. They hark back to the days of funk bands like Kool and the Gang and Sly & The Family Stone, and you don't see many band like's like that nowdays with the same level of recognition. I like the way that they are cool and more 'Real' without really trying to be.

Looking back this video now, it' does seem a little bit tame. I think they don't go quite far enough, and as it stands, probably could have been a lot more vicious with what they were trying to do.

Sorry about the rant! (QT link)


         
kevathens, January 23, 2007 at 12:58:07 AM CET

Yeah, a classic :) Buzz clip, I believe. This, to me, says, "Remember when all rap vids were set in someone's mansion?"

In mv terms, Charles Stone III was one of those big lost opportunities. Where did he go? Why won't he come back?


         
30f, January 23, 2007 at 2:01:26 AM CET

This clip really brings back memories. Good stuff and hilarious at the time.

Not packed with wall to wall jokes, but part of that might be to fit with the more chilled out vibe of the track. The rapid-fire visuals of a Busta video would prolly have not worked with this music.

Also, lots of hip-hop cliches came to prominence after this video was made. The fish-eye lens was after this. the white cyc was after this. The red lit artist against blue lit club (ala "Belly") was after this.

There are also some cliches that havge fallen out of favor since this clip - the beatdown shot and the malt liquor in a paper bag.


         
kevathens, January 23, 2007 at 3:28:34 AM CET

mov

The white cyc was before this.


         
miracleboy, January 23, 2007 at 4:03:48 PM CET

Hey, Kavathens...

I don't know what he's up to now, but apparently Charles Stone was also the creator of the Budweiser "Wasssup' adverts.


         
my name is legion, April 12, 2011 at 6:16:17 PM CEST

haha, great
















 

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