Director: Jamie Delaney
Interview Published by: Promo News
Rapper’s delight in this rap fantasy to real-life promo. Like any boy Rejjie dreamed of balling during the mandatory school trip to the French capital. Unlike every other school kid his meteoric rise in the rap game has created a self-fulfilling prophecy, a story retold by Jamie Delaney. With a real European vibe throughout, further emphasised by the streets of Paris, juxtaposition reigns as Rejjie channels street culture meets high fashion, Hermes meets La Haine.
Although on the surface the latest collaboration seems far from similar to the adventurous “Lost In Empathy” promo, the fundamentals are all the same. Style at the forefront, or rather, stylishly exploiting Rejjie in his environment. Whether he’s in the countryside or the city the performance exudes confidence, it’s easy to see that these two Irishmen bring out the best in each other.
Having recently signed to Somesuch & Co Jamie is on a high. We caught up with him as he explained his thoughts behind style, why Paris made sense and his interpretaion of Rejjie’s lyrics.
WORD IS CHEAP: Having worked with Rejjie before did you know you would collaborate again?
Jamie Delaney: I knew Rejjie wanted to do something, but I didn’t know when, where or how. I was meant to do something a few months prior to shooting this video but it fell through.
Your first project with Rejjie was shot in the wilderness, was it a conscious choice to portray him in a city environment?
Yeah because of the first video being shot in the wilds I really wanted to do this one in an urban environment, just to flip it out, the lyrics made a city seem a natural place to set it.
What influenced your decision to shoot in Paris?
It’s about a kid on a school tour, who is day dreaming about living his rap fantasy so for this we needed to set it somewhere outside the UK and Ireland.
The story circles around a then and now situation, how did you come up with the concept?
The concept of the video is built around the lyrics of the track, which in a tongue and cheek way, are quite boastful. They play and subvert the typical clichéd lyrics in rap music. With the video I wanted to play with this idea, juxtaposing a montage of scenes from classic rap videos, with the reality of the character’s real life, which is a teenage kid on a school trip in Paris. He spends the entire time creating an alternate reality, where he plays out his rap fantasy, balling it in Paris.
How important is styling to you? It seems to play an important role within your projects with Rejjie.
Styling is really important, the characters having the right look is paramount, I think it can really make a character and a video stand out. People always remember the unusual print or the cool jacket, but I don’t like to go over the top with it, styling always has to fit with the character in a natural honest way, the artist should feel comfortable.