OMC - I Love LA

What this video is

Released in 1996 during the peak of OMC's global breakthrough, 'I Love LA' is a cover of Randy Newman's 1983 Los Angeles anthem, reinterpreted through the Urban Pasifika lens of Pauly Fuemana and producer Alan Jansson. OMC — the Otara Millionaires Club — emerged from Ōtara, one of Auckland's most economically disadvantaged suburbs, making the adoption of a quintessential American city-pride song a culturally…

Why it matters

Represents a key document of the Urban Pasifika genre's international commercial peak: a New Zealand-originated Pacific-hip-hop-pop hybrid entering the global pop mainstream via a classic American cover. The fast-cut, location-driven visual grammar is emblematic of mid-90s MTV pop video…

The director

American director of music videos and commercials. Studied advertising design at Syracuse University and Saint Martin's School of Art and Design in London. Began directing after serving as cruise director on the 1994 Lollapalooza tour, where he forged his…