The Roots “What They Do”

I’ve been making my way through a lot of my old 90s albums – and the memories are flooding back at a rapid pace. I remember staying up late at night to watch the music videos for some of my favourite singles and I think this is really where my love for the medium formed. I had tapes and tapes of my favourite recordings to share with my friends and replayed until the visuals were stretched. And this video for The Roots single “What They Do” was constantly recorded. In a time of hip hop stars flashing excess and a champagne lifestyle, this video stood out and critiqued the cliches and false promises of that world. And it worked so well with The Roots position as a “conscious band”. Director Charles Stone III struck a great balance of heart and humour. I still think Questlove and I will meet and be best friends forever.


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