The Brooklyn rapper released the video for “Death in the Family” on Monday via XXLmag.com, seven months after the track the project stemmed from, There is No Competition 3: Death Comes in 3s, hit the ‘Net. After delivering two stellar mixapes last year, the aforementioned Death and The S.O.U.L. Tape, ’Loso continues to deliver for his followers.
“That’s one thing we were trying to do, even on the viral side,” he told XXL. “Just doing videos for the mixtape project, but every time we try to make it not look like a mixtape project, but work hard to bring some creative vision to it. I think for the most part, we’ve hit what we’ve tried to do. Hit our target and bring dope videos to the viral scene.”
The clip was directed by Aristotle Torres (“By Any Means”) and is a take on the classic gangster flick, Goodfellas.
According to Fab, he thought of the concept, when Tommy DeVito has a run-in at a bar, to match the theme of disloyalty in the record.
“The song, of course, is called ‘Death in the Family,’ where it talks having to get rid of people who are close to you or people close to you not really respecting you or not showing the proper amount of love,” he explained. “So we took that scene, which was the guy who had just got home, a mob dude, and he came home and ran into Joe Pesci at the bar and he wasn’t really respectful. And the hook says, ‘Hurts when you have to kill a nigga you love’ and the video ends up that.”
Currently, Fabolous is working on his next album, the follow-up to 2009′s Loso’s Way.
“I really been in album mode all this year and doing the videos to keep a viral presence online,” he said. “I keep the visuals flowing, let people see me. You don’t want to be too distant [before the next album arrives.]