By Courtney E. Smith
There’s nothing quite like a song about money before hos, except all the other songs about the same thing. 50 Cent is out to prove he’s still got his eyes on his version of the right prize, cold hard cash, in “Chase the Paper.” It doesn’t take a flash of genius to put a visual to that sentiment and so no particular genius moves come about in its accompanying music video.
While the location is at least novel (there isn’t a lot of exploration of dirt bike and ATV culture in hip-hop videos), the b-roll of expensive cars drifting in the city streets is not. Nor is the white letter-boxing, a trick Hype Williams explored to excess in the ’90s and that had been thankfully sparse since– until now. It is a visual element at odds with the gritty, realistic-looking scenes both for the brightness the white portrays and because it’s typically something you’d see tacked onto a video shot on a yacht in Miami.
The visuals themselves aren’t far off from what Steven Soderbergh did to Detroit for Out of Sight and the styling, across the board, is on-point but the overall effect falls flat.
Bronx native Eif Rivera directed the clip. He’s worked with 50 before on glossier clips for “We Up” and “Major Distribution.”
“Chase the Paper” is the latest from 50 Cent’s Animal Ambition, which will hit stores on June 3. The track features verses from and appearances by Prodigy, Styles P and Kidd Kidd.