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Video Shot & Edited by: Open Gate Studios
“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.
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