“Nigga” is arguably one of the most controversial words in the English language. But on his latest single, “I’m a Nigga”, rapper Jeff Chery flips bad connotations and reclaims the word. “People classify some of the younger generation as niggas or being ratchet, having car notes we can’t afford and spending our last dollars on clothes. I’m glorifying that and saying, ‘I’m happy to be a nigga, so now what?'” says Jeff of the track, which was produced by Jae Monae.
To illustrate the satirical concept, Jeff teamed up with director Open Gates, who also shot his videos for “The People” and “Jetset Vagabond”. Filmed entirely in Atlanta, the visual embodies a “nigga” lifestyle of expensive condos, private chefs, seductive women, the finest cigars, high-end clubs — and doing what makes you happy.
“To accompany the conscious message of Jeff Chery’s latest single, The People, which features sound bites of Black Panther co-founder Huey P. Newton, the rapper releases a chilling visual directed by Open Gate Studios.
Filmed at the remains of Atlanta Prison Farm, a facility that operated from 1945 to 1995, the video includes scenes of vagabond rebels ready for battle with the people perpetrating violence against Americans as well as Jeff rapping with a noose around his neck to symbolize the painful past overcome by African-Americans. “I wear it like it’s nothing,” Jeff says of the noose, “because we are past that. I wanted people to view this video and have the images take them to a place that meant something to them.” Interspersed with the Atlanta Prison Farm scenes are images of critical moments in African-American history.
The People appears on Jeff’s upcoming mixtape, Jetset Vagabond, which is due for release on February 19.”
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