2 Chainz - Proud ft. YG (Live From Jimmy Kimmel Live!)

What this video is

Released in May 2018, this Kimmel performance captures 2 Chainz at a commercially and critically confident peak — promoting The Play Don't Care Who Makes It EP — during an era when trap had fully colonized mainstream pop culture. 'Proud' is thematically unconventional for the genre: a maternal tribute from Atlanta and Compton rap royalty, interpolating Future's 'My Momma' while maintaining hardcore credibility. The…

Why it matters

Represents the late-2010s moment when trap's dominant commercial mode could hold emotional, family-centric content without sacrificing genre authenticity — a significant expansion of trap's thematic vocabulary. The live Kimmel performance format also illustrates how hip-hop by 2018 had fully…

The director

Howard Ross (handle: @hdotross) is an Atlanta-based director and creative. Per IMDB (nm7665656), his credits include the short film Take Over Your Trap (2015), the web series Pressure (2017), the 2 Chainz 'It's a Vibe' music video (2017), Young Dolph's 'What…