In an industry where little is guaranteed, consistency is currency. Johannesburg-based production house, CideFX films, have an unwavering commitment to producing awe-inspiring visuals for artists and their latest collaboration with rapper Priddy Ugly is no different.
To witness the production house compliment the evolution of the Priddy Ugly brand by giving his songs striking visual counterparts that take on a life of their own, has been quite something.
In his new video for “Por Favor”, we find Priddy in the scorching heat of Alexander township’s sun with hundred rand stacks strapped across his body, two goons in high pursuit and allies who inexplicably knew when and where to find him.
With Act One piquing my interest and Act Two giving little away, it’s imperative that I dive into Act Three ASAP.