The Notorious B.I.G. - Notorious B.I.G.

What this video is

Released December 1999 as a single from 'Born Again', the first posthumous Notorious B.I.G. album, this video operates simultaneously as a commercial release, a cultural memorial, and a Bad Boy Records showcase. The song samples Duran Duran's 'Notorious' and features Lil' Kim and Puff Daddy, reflecting the late-90s practice of reconstructing posthumous Biggie verses around new productions. The video's…

Why it matters

Represents the apex of the Bad Boy posthumous video production model: high-production celebrity ensemble tributes used to maintain an artist's cultural presence after death. The video's fast-cut party grammar, warm saturated palette, and cameo-driven structure codified the 'tribute showcase'…

The director

Sean John Combs (born November 4, 1969, Harlem, NY) is an American rapper, record producer, and record executive. He founded Bad Boy Records in 1993 and is credited with the discovery and development of The Notorious B.I.G., among others. Operating as Puff…