Diamonds are forever like family and loyalty.
The video, which was directed by Fab 5 Freddy and shot in Harlem and Fayetteville, North Carolina, features appearances from J. Cole and Guru’s son Keith Casim. “Family and Loyalty” stands out because it’s the first Gang Starr video filmed without Guru, who passed away in 2010.
Speaking about the video, DJ Premier aid:
Everything is very emotional and raw, because he’s not here, but his spirit is here…We shot the first half of this video on Cole’s turf and we had a very limited window in North Carolina. Fab 5 Freddy called me and he was really worried he would not be able to fly in from New York due to Hurricane Dorian. I told Freddy that Guru was piloting the flight and he would get him here safely and on time and he did.
The video is great because it features some amazing archival footage in the video. Watch it below.