Flipsyde - A Change

What this video is

Released in November 2009 during a critical juncture for Flipsyde: the Oakland-based alternative hip-hop group had just been dropped by Interscope Records following the commercial underperformance of 'State of Survival,' their Akon-produced second album released via Kon Live Distribution and Cherrytree Records. 'A Change' embodies the uplifting, perseverance-focused ethos that characterized Flipsyde's brand of…

Why it matters

Represents the late-2000s conscious/alternative hip-hop video tradition — a genre defined by uplift narratives, multicultural community imagery, and hybrid rock-rap sonic identities. Flipsyde's aesthetic bridged Oakland hip-hop authenticity with pop-accessible melodicism, occupying a niche between…

The director

Award-winning director and producer, DGA and PGA member. Served as Head of Production/Supervising Producer at Windmill (Meiert Avis' production company), producing nearly 100 music videos for major artists. Has directed videos for Social Distortion, Chris…