EL is a scorching-hot new talent on the hip hop scene with a voice and style as smooth as butter. Cinemantics was commissioned to develop and produce this music video for El's indie label, Kold Blood Music. Our challenge was to create a visually compelling music video that address the song's theme of entrepreneurship and struggle within the dark, and real-life context of drug dealing. The artist had a well-developed sense of story for the video that we abstracted and turned into a music video that we had to shoot in one day. To communicate the feel of a sad, hard reality, we placed the performer in the most real costume (nearly none) and used primarly a palette of earthtones in the sets, with a splash of orange in the bathroom scene to add some pop. For the musical performance segments, we let El wear the clothes he normally likes to wear, which should promote the feeling of familiarity with his core fans who know and have grown accustomed to his style.