Director Rik Cordero status as one of the best underground hip-hop video directors is about to change. Not because he's lost the thread or fallen off, but because he's moving onto the next level with bigger jobs, bigger artists and new music video and commercial representation with Robin Frank Management.
In addition to directing numerous clips for The Roots ("Rising Up" + "75 Bars," just to name a couple) and some gens for the likes of Q-Tip ("Move") and Wale ("The Artistic Integrity"), Cordero is also the rare director to truly embrace and capitalize on the Web. He uses his company website, Three/21 Media, to build a community of indie hip-hop video heads and as a platform for a steady stream of off-the-cuff interview and behind-the-scenes clips that have helped define a raw and real style for depicting hip-hop, while also burnishing his cred and building buzz.
name: Rik Cordero, director
company: Three/21 Media
first video: The first video I directed that gained major attention and received network play was "Brooklyn Bullshit" for hip-hop artist Joell Ortiz. Joell's reputation for visceral lyrics along with the timing of the video paved a lane for myself and Three/21 Films to explore the raw portrayal of the rap artist.
strangest video: Working with Nas on the "Be A Nigger Too" video was a truly surreal experience. What's interesting was that we actually shot the bulk of the video weeks before we shot Nas' performance scenes. He was a bit intimidating at first, very quiet, and kept to himself. But after he saw what we had shot his eyes lit up and whatever tension was in the air quickly dissipated. I think I understood what he wanted even before we met or spoke. Like the visual metaphor of flipping the young kid and slave master from past to present. That's the stuff he was digging more than the literal interpretations.
what's next: I just wrapped my second full length feature film co-produced by Fader Films, titled Inside A Change. The story is about Chris Price (Ephraim Benton) who is about to serve 180 days in prison for a first time offense. When his mother (Karen Chilton) invites him home for dinner, he finds his younger brother following in his footsteps and his older brother disowning him. With his family falling apart, Chris is forced to re-examine his life and how he can bring everyone together for his mother's birthday. It's based on the life of a friend of mine, Chris Alexander, who passed away in 2004. I used to produce beats back then and he was a rapper. We formed a deep artistic bond and I felt like I got a chance to glimpse into his soul. That's something that will be with me forever and his memory is the inspiration for the movie. It's definitely a labor of love and everyone involved came into the project because of that.
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