Nova the Rebel - All in My Business

What this video is

Released June 25, 2013, 'All in My Business' arrived during a pivotal moment for independent Midwest hip-hop, when YouTube had fully democratized music video distribution and artists could secure Warner-affiliated deals while maintaining regional identity. Nova the Rebel's Cleveland roots placed this video within a long tradition of Midwest rap hustle narratives, coinciding with the post-mixtape era when…

Why it matters

This video represents the indie hip-hop crossover moment of 2013 — when Midwest rappers with mixtape backgrounds (Nova had released over half a dozen since 2009) transitioned to professionally shot, label-backed single campaigns. The directorial collaboration with MJ Furillo, a Columbia College…

The director

MJ Furillo (b. November 1, 1991, Cleveland, OH) is an American music video director, commercial director, and filmmaker. He studied Media Technology at the Cuyahoga Valley Career Center and earned a B.A. in film and television production from Columbia…