Ghetto Concept - Too Much

What this video is

Released in 1999, 'Too Much' by Ghetto Concept emerged at the apex of Toronto's pre-mainstream independent hip-hop era. The duo — Kwajo Cinqo and Dolo, hailing from Rexdale and Lawrence Heights — had already won back-to-back Juno Awards (1995, 1996) and operated their own imprint, 7 Bills Entertainment, without a major label deal. 'Too Much' earned gold certification in 1999 via its placement on The Baby Blue…

Why it matters

A landmark artifact of 1990s Canadian independent rap, 'Too Much' represents the intersection of East Coast US hip-hop aesthetics and Toronto's own street vernacular. Ghetto Concept's self-funded model, Juno Award pedigree, and gold-certified singles without a major label demonstrated the…

The director

Jessy Terrero (born October 7, 1972) is a Dominican-American film and music video director raised in the Bronx and Jamaica, Queens, NY. He gained early industry exposure on the set of the 1992 film Juice and co-founded T and T Casting with his brother…