The Roots - Clones

What this video is

Released June 1996 as the lead single from Illadelph Halflife, 'Clones' arrived at a pivotal inflection point in East Coast hip-hop. The Roots were navigating the transition from Philadelphia underground live-band act to nationally recognized major-label artists on DGC/Geffen. The song's dark, menacing boom-bap production — built around a haunting female vocal sample rather than a conventional hook — signaled a…

Why it matters

Landmark document of mid-90s Philadelphia underground hip-hop crossing into major-label MTV visibility. 'Clones' is The Roots' first top-five rap chart single, and the video is one of the earliest high-profile music video representations of a fully live-instrument hip-hop act performing boom-bap…

The director

Scottish music video, commercial, and feature film director born in Glasgow. Graduated from St. Martin's School of Art, London with a BA Honours in Fine Art Film. Relocated to Los Angeles and signed with Ridley Scott & Associates (RSA Films, 1992–1994), then…