Che Fu teams up with Dam Native and they all look good in sharp menswear. The song combines Dam Native’s beats and rhymes with Che’s smooth vocals, and the video directed by Steve Morrison picks up on this.
But there’s another aspect to the video – it’s proudly Maori. Che and the longer-haired Dam Native guys have their haired pulled back in a traditional topknot, adorned with feathers.
It’s a more modern version of the similar style used in the group’s earlier video for “Behold My Kool Style”. Both take their inspiration from the cover art of Dam Native’s debut album, “Kaupapa Driven Rhymes Uplifted”, which sees the group positng with a tokotoko. Originally a walking stick, the tokotoko is now more commonly used as an oratory prop, and it’s this use that fits perfectly into Dam Native’s world of hip hop.
According to John Pain who worked on the video, “The Son” also takes stylish inspiration from the cover of the 1958 LP “Ramsey Lewis and his Gentlemen of Jazz“.
It’s a really handsome video. Every frame is perfectly framed, with a very photographic feel. The video is lit in rich reds and browns, with works perfectly with the uplifting lyrics of the song – the son will always shine.
Best bit: the breakdancing headspin.
Director: Steve Morrison
Ngā Taonga Sound & Vision
Next… one man and his pole.