DJ Premier has recruited the late Guru’s son Keith Casim and internet personality Spice Adams for the new Gang Starr video “Bad Name.” Shot on location in Chicago, the visual begins with Casim sitting in a barber’s chair, chopping off his signature dreads.
From there, Preemo passes the torch to Casim to spit his father’s lyrics throughout the video.
“I initially wanted ‘Bad Name’ to be the first single that officially brought Gang Starr back,” Premier said in a press release. “Since the inception of video music channels, I have always paid very close attention to the direction and production elements. I love coming up with concepts, and I already had a vision for ‘Bad Name.’
“I wanted a fun video with Spice Adams and for Guru’s son to play his father in the video — and then never do that again. We ended up going with ‘Family and Loyalty’ with J. Cole as the first single and it worked out perfectly, as Keith was able to get more comfortable being in front of the camera and used to the process.”