The trio who brought us the mega-hit "All the Way Up" are back with a brand-new record and video. This time, joining Fat Joe, Remy Ma, and French Montana is Fat Joe's son, rapper Ry So Valid. The audio premiered in early August, but the inspiring Terror Squad had some surprises up their sleeves to premiere the video.
Along with their director Eif Rivera, the group — sans French Montana, who was busy working — partnered with Tidal and Sprint for a meet-and-greet at a Sprint store at the Gateway Center at Bronx Terminal. Fat Joe told the crowd at the Sprint store that as an independent label it was truly special to be able film a video of this magnitude and to premiere it in his hometown with some of his closest fans.
"It's our neighborhood, we at home," he said. "We independent, we go up against the giants. We put up our own money to fight this war. We're really proud of this video, and it wouldn't be possible without Sprint and Tidal coming together. When you see this video, it's like a dream come true for us and we're able to debut it with y'all. It's an amazing moment. We're happy y'all here with us."
After the meet-and-greet, the Terror Squad packed everyone into a party bus and took them to Hostos Community College to officially premiere the video. There wasn't a quiet person in the theater as Remy, Joey Crack, Ry So Valid, and Rivera took the stage. After a brief introduction, Fat Joe finally gave the fans what they came for and played the video for an outside audience. Afterward, Angela Yee from Power 105.1 FM, hosted a Q&A with the group, where they spoke about the details that went into producing the video.
Shot in Dubai with dancers, Lamborghinis, and a tiger, Rivera explained it was no easy task filming a video of this magnitude. Often filming from 3 a.m. to the late afternoon, the Squad endured dizzying heat, but wanted to do it up big to show their fans that anything is possible if you put your mind to it. Like Fat Joe mentioned, the hustle doesn't stop when you want to see your vision through.
If that means shooting on location in 120-degree weather without the use of over-the-top special effects, you must keep working to build up a bankroll and have to connect yourself with the necessary sponsors in order to take care of it yourself. Even an accomplished director like Rivera was blown away about the moment, commenting on Instagram that his film was being shown on a big screen to a private audience.