The 7 Inch Project (Toni Cottura) - All I Want To Know

What this video is

Released in 2000 by The 7 Inch Project, a German hip-hop collective featuring Toni Cottura (Hamburg-born rapper/producer active since 1988), Craig Smart (vocalist), and Mazaya, this video sits at the intersection of German urban pop's commercial peak and the post-Eurodance pivot toward American-influenced pop-rap. Toni Cottura was also active behind The Underdog Project during the same period, grounding this…

Why it matters

Represents the mature commercial phase of German Euro hip-hop, where rap and R&B-inflected vocals were fused with club-oriented pop production for mainstream radio and video channel play. Documents the stylistic continuity between Eurodance's decline and the rise of European pop-rap as a distinct…

The director

Swedish director, photographer, and founder of Revolver Film Company based in Gothenburg. Has accumulated over 185 directing credits across music videos, working with artists across pop, rock, and metal genres internationally. Won the Norwegian Grammy award…