Whodini - Keep Running Back

What this video is

Released in 1996 as the sole single from Whodini's final album Six, 'Keep Running Back' represents a late-career repositioning of one of hip-hop's foundational acts. Whodini — Brooklyn pioneers active since 1982 and originators of the rap-R&B hybrid that seeded new jack swing — were signed by Jermaine Dupri to his So So Def/Columbia imprint for a comeback attempt. The video and song sit at the intersection of…

Why it matters

Represents the final documented output of a group widely credited with pioneering rap-R&B fusion and new jack swing antecedents. 'Keep Running Back' is a late-wave new jack swing artifact produced at the genre's commercial twilight, bridging Whodini's electro-funk origins with mid-90s hip-hop…