Nasty C - There They Go

What this video is

Released in March 2020, 'There They Go' marked Nasty C's official US debut under Def Jam Recordings via a joint venture with Universal Music Africa — a landmark signing that signalled global major-label recognition of South African hip-hop as a commercial and cultural force. Filmed entirely in Durban, the video consciously grounds an international industry moment in local identity, featuring Izikhothane subculture…

Why it matters

A pivotal document in the globalisation of African hip-hop, demonstrating that South African trap/rap could operate within US major-label visual conventions while retaining authentic local specificity. The video bridges Durban street culture with international hip-hop video grammar, helping…

The director

Los Angeles-born filmmaker (b. 13 Oct 1988) who studied at the USC School of Cinematic Arts. Award-winning director and producer whose catalogue has surpassed one billion combined views. Career credits span Chris Brown, Nicki Minaj, Justin Bieber, Ariana…