Hood Illustrated

Hip Hop Isn't Dead... It Lives In The HOOD

No Jumper premiere. AYO SK3TCH is an up-and-coming artist originally from Boston, currently living in Los Angeles. His single “My Wave” became a SoundCloud hit, reaching over 1 million plays. His follow-up "Bandz Up" explores his newfound fame and the lifestyle that comes with it.

The visual marks the directorial debut of Jonathan Matsumoto, better known as Jonny Mats. The 10-year experience photographer-turned-music video director seeks evolution in his new role after mastering the skills necessary to seize the moment, thanks to his passion. Jonny on his growth:

"I had a lot of opportunities to work with some of the biggest artists only a few months into my photography career, which was crazy. To go from being in the crowd to actually sharing a stage with people I had listened to for years was something I couldn't even imagine happening when I started down this path."

For Mats, having the eye is a unique gift to have, "There's something intangible about capturing the emotion of a person on film," He explains. "The excitement or shock that is felt in that moment. You can invest more in equipment or study technique but at the end of the day it comes down to intuition: having a good feel for the moment and knowing exactly when to hit that shuttter."

"Bandz Up" is produced by Doughboy Beats, available now on Ayo Sk3tch-own imprint.

Watch it now.

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Hood Illustrated is the #1 Hip-Hop publication based out of the Midwest. We cover everything that has anything to do with Hip-Hop culture.

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Shout Out to MC Breed #MidwestHipHopPioneer .. We dedicate Issue No.11 to the Flint Native and the gateway for the Midwest to the World. 

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