Juju - Avaruusnalle [projektbabylon]

What this video is

Released in May 2016 on the projektbabylon independent label, 'Avaruusnalle' (translating roughly to 'Space Teddy Bear') belongs to a productive period of Finnish-language rap that blended hip-hop cadences with reggae-informed melodic sensibility. Juju (Julius Kivi), based in Tampere, was part of a mid-2010s Finnish underground rap ecosystem that prioritized lyrical personality and domestic authenticity over…

Why it matters

Documents the mid-2010s maturation of Finnish-language indie hip-hop, specifically the reggae-rap fusion style associated with Tampere-based artists. The fast editorial pace and warm-but-muted visual palette became recognizable markers of the projektbabylon aesthetic. The video represents a key…

The director

Finnish music video director based in Finland, known for a long-form creative collaboration with rapper Juju (Julius Kivi). His documented credits include the music videos for Juju's 'Tuskaa' (2014), 'Avaruusnalle' (2016), and 'Juju Feat. Hanna: 10 vuotta'…