Joe Rocca reunites Dead Obies in a new video for the song Told Ya ahead of the Hybride launch show

A few days before his Montreal album launch show, which will take place this Friday, November 15th at Ausgang Plaza, Joe Rocca reveals a new video for the song Told Ya, taken from his latest album Hybride released in May. It features the other rappers of Dead Obies, the legendary group that put him on the map, reunited in a music video for the first time since their last album.

Directed by Vincent Gravel, the video features Greg Beaudin, 20Some and Joe Rocca exchanging razor-sharp verses, interspersed with Ogee Rodman's infectious hook, filmed in a series of brutalist urban settings. It was really special to see this “new version” of Dead Obies in action, says the director. Even if the recipe is different, their purpose and drive remain the same. The art direction relies on simplicity, focusing on what has always made the band so successful in the first place: the remarkable talent, chemistry and complementarity of its members. Our goal was also to show that you can do a lot with a little, and that the music video as a medium is not dead, adds Vincent. What makes me most proud is to have directed a video for such an iconic group. It's not every day that the stars align and you get the chance to work on a project so close to your heart.