Nef The Pharaoh
By Jack Barnes
Radiating off-kilter charisma and boundless energy, Nef The Pharaoh makes the Bay Area bounce. Traveling to the beach in his foreign with some KIL FMB and Sick Wid It Records brethren, Nef throws us for a loop on “Poppin’ Again,” his latest video. A quick dancefloor slapper heavily steeped in ’80s R&B and electro funk, “Poppin’ Again” finds Nef twisting multisyllabic rhymes against a rubbery bassline. With a cameo appearance from OMB Peezy, “Poppin’ Again” is outrageously fun, finding Nef dancing in his foreign car, shaking his dreads on a Bay Area beach. “This is just a young, rich, happy Chang Chang talking his shit,” Nef explains. Premiered by XXL, “Poppin’ Again” follows “Drop Addy,” a surreal video premiered last month by Mass Appeal, and the hit video for “Bling Blaow,” a highlight from The Chang Project, released this summer. Enjoy this video stream below after the jump.
Combining an old-school, colorful rhyming style with pristine, state-of-the-art Bay Area production, Nef’s The Chang Project is a mature effort from the Sick Wid It signee, representative of his growth from teenaged phenom to a father and a leader. “Bling Blaow” is the third high quality visual from the project, following the Noisey-premiered, SXSW-set “Spice,” which featured SOB x RBE’s Yhung T.O., and the more recent release of “Move4,” featuring OMB Peezy and Jay Ant, filmed at skateparks near Venice Beach. Boasting appearances from Ty Dolla $ign, Larry June, Caleborate, SOB x RBE, OMB Peezy, Jay Ant, and others, The Chang Project is an appetizer for The Big Chang Theory, Nef’s upcoming debut album. This summer, Nef The Pharaoh opened for A$AP Ferg at the Museum of Modern Art in New York City, and will grace the stage this weekend at Rolling Loud Bay Area. “I feel like I’m being rewarded for doing something good.” said Nef in his recent GEN F feature for The FADER. “God got a plan for everyone, and this is his plan for me. It feels good. Dopamine!”
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