Juvenile - Ha

What this video is

Released in 1998 as the lead single from 400 Degreez, Juvenile's first major-label release on Cash Money/Universal, "Ha" arrived at a critical juncture when Southern hip-hop was largely invisible to national audiences. Shot entirely in the Magnolia Projects — Juvenile's actual home neighborhood — the video served as an unflinching document of New Orleans poverty and street culture at a time when mainstream hip-hop…

Why it matters

"Ha" is widely regarded as one of the most consequential Southern rap singles of the 1990s and a foundational text of the Dirty South genre. Its music video is equally significant: a rare instance of a hip-hop promotional video functioning as near-ethnographic documentary, predating and arguably…

The director

American music video director and NYU Tisch School of the Arts graduate. Founder of Rockhard Films production company. Has directed over 200 music videos across hip-hop, pop, and rock for artists including Katy Perry, Jay-Z, Red Hot Chili Peppers, Britney…