“Huzzah,” shot in Mr. Muthafuckin eXquire’s Crown Heights was carefully preserved and almost unaffected by the last fifteen years of cultural movements. “Huzzah” exists in a world where nobody gives a fuck about anything. Is that Four Loko being poured out? YES! I know it looks glamorous, but I had to spend an hour-and-a-half cleaning the ass fizz off that wide angle lens. “Huzzah” was exactly what you got: raw, in your face, and unapologetic, but it was also clever. It celebrated having nothing, the resourcefulness of forced creativity and the connection a group of friends could have to each other in a city endlessly bigger than them. We never rented equipment. Instead, we borrowed what we could and worked with what we had. It was never about the glossy bullshit, more about capturing the realities most people fantasize about. “The Last Huzzah,” took that same vibe and carried it into a tighter concept; no gimmicks, just raw emotion captured in an artful way. New York as a city can be such an overwhelming character, that to be a big character in it you have to be huge, and not in stature, but in presence. The “Huzzah” trilogy is the story of an artist’s ascension into the music industry, just like “Peso.”
A$AP Rocky’s first three videos “Higher,” “Purple Swag” & “Peso” all take place in or around the A$AP Mob hub. “Purple Swag” is the pinnacle of Rocky editing Harlem to just a couple blocks. When the crew leaves the apartment they don’t actually go anywhere. The most movement in the entire video is the slow motion bike scene where Rocky let’s his JScotts fly. “Peso” takes place on the blocks around Broadway where the Mob still lives. From the Jumbo Burger to the bodega, to the catacombs of that roach-infested Uptown pre-war apartment building, where you might become the next casualty of a dice game, Harlem is A$AP. It wasn’t about New York, it was about Rocky. It’s the Flintstones Jeremy Scott adidas, and the Supreme towel over Rocky’s head. Take this in contrast to “Oh Boy,” which was shot on almost the same block as “Peso,” but looks like a promo for a bad Paid In Full sequel: Rico’s Revenge. Rocky, like Tyler and LiL B and Kreayshawn before him, wore their surroundings like wardrobes, without any emphasis on the hood, they brilliantly translated Harlem without even really showing Harlem. These videos were about real life, real streets, the parts of NY that won’t make it into movies, because they’re just too fucking normal, which made the stars that much more magnetic.