Rising French electronic collective and label owners, La Fine Equipe, are pleased to announce details of a brand new visual for “What Eva” featuring Mr. J. Medeiros released through Nowadays Records.
The director speaks on the video:
“We wanted it to look like a 90s VHS that was put on the VCR. Part of the charm was its fuzzy, imperfect look so apparent during that era. ‘What Eva’ embodies a strong DIY ethos and we the band, did most of the filming ourselves using a small handheld camcorder. Everything was filmed on location in the supermarket. There are no 3D models. The song and visual is also a homage to the strong visual elements often found in 90s music videos like Mc Solaar’s ‘New Western’ and French hiphop outfit IAM’s ‘Je danse le Mia’. There is a surreal sequence in the video where we are surrounded by a kaleidoscopic display of supermarket products. To summarize, we had a complete blast filming this”.
La Fine Equipe are strongly influenced by hip-hop royalty like J Dilla, Mos Def and Madlib. The four French beatmakers, Oogo, Chomsky, Mr. Gib and Blanka from Marseille and Paris collectively continue their journey with a new album due in March 2019.
On this track Mr. J. Medeiros gives us an effortless demonstration of a sharpened flow which is getting better and better through the years:
“Writing “What Eva” took me back to the boom-bap age of Hip Hop and gave me a chance to do some “braggadocio” raps while infusing it with my more current style through out, a mix of nostalgia and lyricism.”