Rob Ulitski - 14th June 2021

KC Locke pays homage to iconic hip hop videos, in this infectious promo for Pa Salieu and slowthai. 

In the larger-than-life concept for Glidin', Locke drops the artists in a series of conceptual setups - from padded cells to rage rooms - and lets them unleash a cascade of pent-up energy. 

Playing off of each other's electrifying performances, the video is a rollercoaster of frantic camera movement, vibrant colours and mesmerising art direction, and doesn't stop to breathe once in the entire runtime. 

Exhilarating and perfectly matched to the track, Locke and team knock it out of the park once again. 

KC LOCKE: 

Taking inspo from classic Busta Rhymes videos was the perfect backdrop to showcase their infectious energy!

"Really enjoyed working with PA Salieu and Slowthai on this one!

"I knew their top-tier performance and energy would be flawless and putting them into a '90s hip hop music video throwback world taking inspo from classic Busta Rhymes videos was the perfect backdrop to showcase their infectious energy! Seriously Glidin over this track! This is a modern take on classic hip hop music videos.

"Hats off to production designer Jenny O’Sullivan for pulling all these sets together in four days from design to shoot with the help of her talented construction team!" 

PRO Credits

Credits

DirectorKC Locke
ProducerLewis Nicolson
Production CompanySwords & Eagles
Executive ProducerMarisa Garner
Production ManagerElla Taylor Palfrey
1st ADJean Paul Lebon
Director of PhotographyPieter Snyman 
Focus PullerHeather Crompton
2nd ACDanny Usman
Production designerJenny O'Sullivan
WardrobeHolly McDonald
WardrobeNav Nagla
Make-upHannah Sorcha
EditorJamil Shaukat
Editing companySwords & Eagles
ColouristAlex Gregory
Grading companyThe Mill
Director's RepresentationMarisa Garner Associates
CommissionerNathan Tettey
LabelWarner Music
Other creditsConstruction Manager / Art Director: Leo O'Brien, Art Assistant: Ed Kelley DIT: Jamil Shaukat BTS: Mo Dukali

Rob Ulitski - 14th June 2021

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