Phonte has never been the showy kind of rapper. Instead, he just spits and lets his skill and talent speak for itself. It should come as no surprise, then, that he eschews all the fussy tropes of hip-hop videos for the first clip from No News Is Good News. Tigallo has chosen standout "So Help Me God" as the first track to get the video treatment and collaborated with director Chris Charles to produce perhaps the most Phonte video ever created.
In the video, Phonte takes us home — literally — as we get to see what a morning in his life is like. He starts by hopping out of bed and putting on his robe and slides to head downstairs. From there, we pretty much get a tour of his crib. He walks into the kitchen where his fam and friends are chilling and talking, grabs some watermelon and sends off an email and then heads poolside to take a fully-clothed dip. The entire time he offers up his emcee-crushing verses from the track, reminding lesser rhymers that he will body them on the mic while rocking house shoes and then go about his regularly scheduled day. One of the best things about the clip, though, is that it doesn't tap into the usual excesses found in hip-hop clips. Whether the crib in question is Phonte's or not is up for debate, but it's not the excessive rented mansion that we often see in rap videos and he's not dripping in the finery that we're used to seeing rappers floss. Basically, he's keeping it real regular.
"So Help Me God" is a solid cut from one of the year's best rap releases. Check out the video for it below and then, if you haven't already, be sure to pick up No News Is Good News from your favorite music retailer today.