LL COOL J - Passion

What this video is

Released July 12, 2024, 'Passion' served as the second single from LL Cool J's 14th studio album The FORCE (Frequencies of Real Creative Energy), his first album in over eleven years following 2013's Authentic. The video arrives amid a broader 2024 moment of hip-hop legacy reckoning, with veteran MCs reestablishing canonical credibility. The entire album was produced by Q-Tip, and the track samples Herbie Hancock's…

Why it matters

Represents a 2024 peak-era example of the jazz-rap and boom-bap heritage revival, blending East Coast hip-hop lyricism with Q-Tip production rooted in A Tribe Called Quest's aesthetic legacy. The video codifies the 'legacy return' music video subgenre: self-mythologizing, origin-focused,…

The director

Jake McKenna, professionally known as Jake the Shooter, is a Los Angeles-based music video director, editor, and content creator originally from Boston. He founded Shooter Co, a music media and production company. His directorial credits span hip-hop, pop,…