The post-hyphy era has its new star in the mischievous, lyrically diabolical, king-size personality of Nef The Pharaoh.
Leading the newest wave of Bay Area phenomenons, Nef’s huge radio hit from 2015, “Big Tymin’,” was only the tip of the glacial iceberg. From his celebrated mixtapes (Neffy Got Wings, Fresh Outta Space 3) to his collaborations with producer Cardo and rapper G-Eazy — Nef is growing into a national force to be recognized.
To celebrate said transition, Nef has announced The Chang Project, his first effort of 2017.
Featuring guest appearances from SOB x RBE, Larry June, OMB Peezy, Jay Ant and Ty Dolla $ign, The Chang Project will be led by Nef’s ineffable energy and charismatic personality. Supporting the project is the lead single, “Spice,” featuring SOB x RBE’s Yhung T.O., and was filmed during this year’s SXSW.
Alternating between shots of these two young rap upstarts mobbing in a Texas desert landscape and at Nef’s SXSW performance at FADER Fort, this Rexx Life Vari-directed clip perfectly captures the 21st century turn-up anthem and is guaranteed to make your life more interesting once you play the song. “This song is about the elevation of my life,” Nef explains in a released statement. “I pay my moms bills and do right in my life. After doing so much wrong, it feels good to do things right. I got here through hard work and dedication.”
Going from sitting in the back of the bus, taking notes on how E-40, A$AP Ferg and YG were doing it to working his own plan, creating his own label and touring company — Nef The Pharaoh is planning on being here for a long time.
Without any further ado, check out the video for “Spice” below, and keep an eye out for The Chang Project, which features production from P-Lo, Scorp Dezel, Arkitekz, Cal-A, Chris O’Bannon and many more.