Common - Reminding Me (Of Sef) ft. Chantay Savage

What this video is

Released in 1997 as a single from Common's third studio album 'One Day It'll All Make Sense' on Relativity Records, this video arrives at a pivotal moment in Common's career: his legal name change from Common Sense to Common, and a stylistic maturation toward R&B-crossover accessibility without abandoning his Midwest conscious-rap roots. The track samples Lowrell's 'Mellow Mellow Right On' and Patrice Rushen's…

Why it matters

A landmark crossover moment for conscious Midwest hip-hop, 'Reminding Me (Of Sef)' bridged the gap between Common's underground credibility and mainstream R&B radio viability. The video's visual language — warm, urban, performance-rooted — helped define the aesthetic of late-90s conscious rap…

The director

Seattle-born American film, television, and music video director. Educated at Cal State Northridge. Directed over 130 music videos across R&B and hip-hop genres. Won an MTV VMA for Destiny's Child's 'Survivor,' NAACP Image Award for Kirk Franklin's 'Stomp,'…