2 Chainz - Spend It

What this video is

Released in February 2011 as part of the Codeine Cowboy: A 2 Chainz Collective mixtape — hosted by DJ Teknikz and DJ Frank White — 'Spend It' arrived during a critical transition moment for 2 Chainz (performing as Tity Boi) as he built buzz on the Atlanta and national hip-hop mixtape circuit ahead of his Def Jam signing later that year. Produced by Drumma Boy, the track and its video embody the mixtape-era ethos:…

Why it matters

A key artifact of the early-2010s Atlanta trap mixtape ecosystem, 'Spend It' demonstrates the visual grammar that defined pre-major-label Southern rap videos: handheld realism, low-light warmth, and performance-first editing. Its rapid 0.90s average shot length mirrors the percussive density of…

The director

Alex Nazari is an Armenian-American film director and photographer based in Los Angeles, California. Active in music video direction from at least 2010, he has directed videos for artists including 2 Chainz, Travis Scott, Future, Tyga, YG, Lupe Fiasco, Meek…