The Pharcyde - Drop

What this video is

Released in August 1995 as the second single from The Pharcyde's sophomore album Labcabincalifornia, 'Drop' arrived at a pivotal moment in hip-hop when the genre was dominated visually by the glamour and violence aesthetics of Bad Boy and Death Row Records. The video's guerrilla-shot, concept-driven, street-level approach was a radical departure — eschewing nightclubs, cars, and jewelry in favor of daytime downtown…

Why it matters

A canonical artifact of mid-90s alternative hip-hop, 'Drop' represents the moment the genre's most experimental wing engaged seriously with avant-garde visual art. Its reverse-motion technique predates widespread digital manipulation and stands as proof that conceptual innovation in music video…

The director

Born Adam Spiegel on October 22, 1969, in Rockville, Maryland. Began career photographing BMX riders and skateboarders for Freestylin' and Transworld Skateboarding magazines. Co-founded Girl Skateboards in 1993. Rose to prominence directing music videos for…