The Roots – What They Do
The Roots – What They Do (1996)
Directed by: Charles Stone III
Released in 1996 from their Illadelph Halflife album, “What They Do” became one of The Roots’ most iconic tracks. The song critiques the commercialization of hip-hop and mocks the clichés found in rap videos of the time. Directed by Charles Stone III, the music video is a satirical take on the flashy and formulaic nature of mainstream rap visuals, featuring mock setups like pool parties and expensive cars, all done with a sense of irony.
