Love Sosa by Chief Keef
On the heels of his debut studio album Finally Rich comes seventeen year old Chief Keef’s single Love Sosa, a title that references Keef, often nicknamed after Sammy Sosa. The era of budgeted music videos produced by Hollywood talents with Hollywood directors has come and made its noise, but Love Sosa calls back to an earlier, grungier time. Chief Keef and his crew utilize social media to launch themselves into stardom, and appropriately, the video Love Sosa is smaller, realer, and more intimate than other contemporaries. Primarily shot in a single room with only several cuts of exterior locations, Love Sosa is a bare bones rap video that returns credibility to the genre that emerged from the streets and then lost itself in Hollywood glamor.
Directed by DGainz under his DG films and produced by Young Chop and Dougie, Love Sosa is an independent vie by a self-made man who became the CEO of his own record label. Using in house talents and guerrilla marketing, Keef launched his debut music video to millions and millions of viewers. Shot small and ‘crewed’ small, Love Sosa has the style of DG films with the ingenuity of creativity free from the obligations of oversights and uninitiated producers. Keef’s crew puffs real grass in a real location, and the authenticity shows through every frame against a competition that has long since moved out of the hoods and into the Hollywood Hills.
The tone of Love Sosa further distinguishes Keef from other rappers with the welcoming and celebratory atmosphere that’s still high on the posing and posturing, but intermixed with personal touches in the wardrobes and locations and feature players. The grungy approach has been so successful at relating to viewers that Love Sosa has inspired a legion of ‘imitators’ who film themselves reenacting the video beat by beat with their own crew in their own room in their own neighborhood and then update their imitations onto popular social network sites.
Chief Keef has accomplished a lot for a seventeen year old – and arguably a lot even for a sixty year old, but he’s not tired yet, and his do-it-yourself brand is hot and in full swing in today’s social climate of online entrepreneurs. Love Sosa might be the first taste many viewers are getting of Keef, but it won’t be their last.