Big Sean - Deep Reverence ft. Nipsey Hussle

What this video is

Released March 5, 2021, nearly two years after Nipsey Hussle's murder on March 31, 2019, 'Deep Reverence' functions as one of the most formally intentional posthumous tribute videos in hip-hop's streaming era. The song, the lead single from Big Sean's fifth studio album Detroit 2, received a Grammy nomination for Best Rap Performance at the 63rd Annual Grammy Awards. The video explicitly stages Los Angeles as a…

Why it matters

A landmark entry in posthumous hip-hop tribute video production, 'Deep Reverence' resists archival nostalgia in favor of spatial memorial — using Los Angeles street geography, murals, and a traveling portrait as its primary visual language. It represents a maturing of hip-hop video grammar toward…

The director

Sergio Maldonado is a Los Angeles-based music video director closely associated with West Coast hip-hop. He directed seven videos for Nipsey Hussle's Grammy-nominated debut studio album Victory Lap (2018), including 'Double Up,' 'Hussle & Motivate,' 'Last…