Just last month, Payday Records announced its return with the release of DJ Premier and A$AP Ferg’s collaboration “Our Streets.” Featuring Preemo’s signature vocal scratching over a boom bap beat, the Hood Pope complemented the track well with his signature charismatic delivery, providing a fitting addition to Payday’s deep history within East Coast rap.
“The ‘Our Streets’ video is a perfect embodiment of NYC hip hop, representing the authenticity that Payday Records is all about,” says Adrian Nunez, cA&R for the label whose legacy includesalbums from Group Home, Jeru the Damaja, Showbiz & A.G., and a very young Jigga. “‘Our Streets’ helped the label pick up right where they left off, and take things further with connecting two generations together on the record. It’s been incredible to work with, in my book, the greatest rap producer of all time, DJ Premier, and a new legend in A$AP Ferg. Their chemistry is great on wax and the video makes that even clearer.”
A few days after the release, MASS APPEAL was invited to the shoot, right in Ferg’s Harlem hood. Directed by Tyler Yee (Tory Lanez, G-Eazy, Pell), the shoot began early in the morning, with a 6:30 call time, and went on throughout the day with members of the neighborhood dropping by to show love all day long. Watch the video above and check out some of our exclusive behind the scenes photos below.
“This is all silk,” said Ferg. “100% custom-made. In 24 hours!” Also peep the lace game. • Photo: Leesy
“Our Streets” Music Video Director Tyler Yee • Photo: Shams Sharieff
Preemo on the set • Photo: Mott Delancey
Payday 12-inch on deck • Photo: Shams Sharieff