Colette Carr - (We Do It) Primo

What this video is

Released May 11, 2011 via Interscope Records as the lead single from Colette Carr's debut album 'Skitszo,' '(We Do It) Primo' emerged during a transitional moment in pop when internet-native artists — discovered via freestyle rap clips and social sharing — were being absorbed into major-label infrastructure. Carr, a Malibu-raised rapper discovered freestyle battling at a concert, represents the archetype of the…

Why it matters

Represents the early-2010s pop-rap hybrid wave — post-Kesha, pre-Iggy Azalea — in which female artists blended rap cadence with melodic synth-pop hooks for a teen-digital market. The Keane sample is a notable genre-crossing gesture, fusing UK indie-pop with US party-pop production by Frankmusik.…

The director

Nate Weaver is a Los Angeles-based cinematographer and music video director. He works across a diverse range of projects including commercials and music videos. His IMDB credits include work associated with acts such as The Used and Green Day live…