2 Chainz - Southside Hov

What this video is

Released November 2020 amid the COVID-19 pandemic, 'Southside Hov' arrives as the promotional visual for 2 Chainz's sixth studio album So Help Me God! on Def Jam Recordings. The video channels Jay-Z's Reasonable Doubt-era gravitas — sampling 'Feelin' It' — to position 2 Chainz as the Southern heir to that legacy of street-to-mogul transformation. The choice of a black-and-white visual language in an era dominated…

Why it matters

This video marks a pivotal aesthetic departure in 2 Chainz's visual catalog — replacing kinetic, color-saturated trap-era production with a restrained, monochromatic legacy statement. It exemplifies a 2020 trend of established hip-hop artists adopting minimalist, film-noir-inflected visuals to…

The director

Howard Ross is a music video director and creative active in the hip-hop and R&B space, operating under the handle @hdotross. He is confirmed as the director of 2 Chainz's 'Southside Hov' (2020). His directorial work spans the contemporary urban music video…