Production Company

SOFTSPOT*

Hannan Hussain directs a rousing, thrillingly cinematic promo for Clipse.&nbsp;The video for F.I.C.O. is a visceral&nbsp;street story that frames the reunion of a legendary duo -&nbsp;Gene 'Malice'&nbsp;and Terrence 'Pusha T'&nbsp;Thornton&nbsp;- presented in a quick-fire, textural montage, blending intimate performance shots with cityscapes and abstract snapshots that illustrate the track's narrative of the pair's tough upbringing.Hussain has created an immersive visual that matches the breathless pace of the track, featuring stunning monochromatic, documentary-style&nbsp;imagery, shot by DoP Liam Reardon.&nbsp;This is standout work from the director who also helmed the video that heralded the pair's return last year, for <a href="https://www.promonews.tv/videos/2025/07/16/clipse-so-be-it-hannan-hussain/91848" target="_blank">So Be It</a>. It's worthy of comparison with classic hiphop videos addressing social issues by Jay-Z and&nbsp;Kendrick and others.[imgtoken data:1][imgtoken data:2]&nbsp;

United States

Hannan Hussain

Ricky Zanders

Liam Reardon

Vertel Scott

Tomás Whitmore

Hip Hop

Clipse 'F.I.C.O.' by Hannan Hussain

Clipse-'F.i.c.o.'-by-Hannan-Hussain

Rappers Pusha T and Malice launched their reunion as Clipse with the outstanding video for So Be It&nbsp;directed by Hannan Hussain.Filmed in Long Island, at a mansion&nbsp;that could be taken from the pages of The Great Gatsby, the video blends long, photographic-style shots with the raw energy of early 2000s rap visuals - ensuring Pusha T and Malice command every frame with intention and presence.[imgtoken data:1]HANNAN HUSSAIN:"So Be It came together through instinct and timing. I first heard about the new Clipse record while I was overseas. I saw a clip on Instagram of Pharrell previewing it at the Louis Vuitton show and something about it clicked. I texted their MGMT (who I was connected with through my first music video in 2021) to let me write a treatment for Clipse. A week later, they wanted to make my idea come to life."We shot on 35mm film in Long Island at the same estate used for the hunting trip episode of Succession. The space had weight to it. That sense of history matched the energy of the record. I approached it with a focus on restraint. Letting the imagery breathe. Long, composed shots that feel more like portraits than moving images. Letting the lyrics sit in the silence. Letting shadows, reflections, and subtle movement do the work."To direct for Clipse meant everything. They shaped so much of the visual language of rap. This was about honoring that legacy without overcomplicating it. Letting the performances speak. Letting the world feel expensive and haunted at the same time.""Push said it best after watching the final cut: “Now this is evil. Keep me here.”

Leethal Reppin

Theresa Kusumadjaja

Yuuki Omatsu

Matt O'Brien

Dan Rodriguez

Katie Balun

Catherine Gubernick

Marcus Paul

Kenny Shimm

Nasser Boulaich

The Mill

Mikey Pehanich

Pendulum

Clipse 'So Be It' by Hannan Hussain

Clipse - So Be It (Official Music Video)

Rex Orange County becomes the on-screen narrator of a confessional episode in Nick Walker’s very literal yet sharply executed&nbsp;video for Alexander.Staying entirely true to the autobiographical story structure of the song, Walker recreates the uncomfortable yet revealing encounter between the artist and his doctor in an elevated dramatic scenario.Following a long (very Randy Newman-ish) instrumental intro, and flourishes of VFX - including bullet-time tracking shots through a chaotic medical waiting room - Rex performs the song to camera, more or less, during an exchange with a medical professional who is telling him things he does not really want to hear.Walker points out that the song is relatable, and even with the elements in the video that are heightened, including strong cinematography from DoP Adam Singodia,&nbsp;“it still feels like a scene of your own life played out in your head.” And at its core, it’s the winning performance of Rex and his elder medical adversary, played by Tim Webster, that makes it work."I think we paired the visuals to the song really well," adds Walker. "We’ve all been in that head space where it almost feels like the thing we can only entertain is our own pain and everything feels like a blur. I think this video demonstrates that idea.&nbsp;You aren’t being self-centred but sometimes you need a gut check from a stranger to allow yourself to zoom out."[imgtoken data:1][imgtoken data:2]

SOFTSPOT*

Production Company

2026 (1)

2025 (1)

2024 (1)