Sergi Fiddes Xammer captures interdisciplinary rapper Denzel Himself in performance and traversing South London in this love letter to hip hop with Grammy Award winners Blue Lab Beats.For the superb Here It Pop, Fiddes Xammer focusses heavily on the charismatic Denzel - the self-described 'Goth Cowboy' - performing in a red carpeted room, intercut with Blue Lab Beats' NK-OK and Mr DM. Then he transplants Californian hip hop culture to a South London estate by having Denzel posing with a customised Mercedes lowrider. "With a treatment designed around hip hop’s influence on Denzel’s life, we set out to create a video that translated this sentiment whilst returning to some classic hip hop tropes such as the low rider car to the rooftop parking, all reimagined in South London," says Fiddes Xammer."We opted to use 16mm 500T film stock to frame it nostalgically, really leaning into the tactile grain and warmth that only film stock can portray."