|A mischievous post-hyphy superstar with a king-sized personality, Nef The Pharaoh is leading the new wave of Bay Area rap stars. Following a huge radio hit in 2015’s “Big Tymin’,” his two acclaimed 2016 mixtapes, Neffy Got Wings, a full-length collab with “That Part” producer Cardo, and Fresh Outta Space 3, and a world tour supporting G-Eazy, Nef is ready to transition from regional stardom to national recognition. Crafting a high-def and refined sound rooted in the traditional sounds of San Francisco and Oakland, Nef announces The Chang Project, his first project of 2017. Featuring appearances from Ty Dolla $ign, Larry June, SOB x RBE, Caleborate, OMB Peezy, Jay Ant, and others, but anchored by Nef’s ineffable energy and personality, The Chang Project releases later this Spring.
Today, Nef salutes Hakeem the Dream in a throwback rockets jersey in the video for “Spice,” the lead single from The Chang Project. Filmed during SXSW, the video alternates shots of Nef and Yhung T.O. of SOB x RBE (the rising Bay Area crew behind the viral hit “Anti“) mobbing in a gorgeous Texas desert landscape with footage from Nef’s energetic SXSW performance at the FADER Fort in Austin. Premiered by Noisey, the Rexx Life Vari-directed clip perfectly suits the slick turn-up anthem, which finds Nef and Yhung T.O. finding new ways to make their lives more interesting, whether by flying private instead of first class or upgrading from Ray-Bans to Cartiers.
Explains Nef: “This song is about the elevation of my life. Just me being from the hood and making a 360 in a muthafuckin’ year. I pay my moms bills and do right in my life. After doing so much wrong, it feels good to do things right. I got here through hard work and dedication. I used to sit back and watch everything around me and learn. I would watch how E-40, G-Eazy, A$AP Ferg, and YG moved and I would take notes. I’d wonder ‘Why are they so successful?’ and I figured a plan that worked for me. I have my own pre-rolls and I just dropped my own wax. I have my own label and touring company, KILFMB. (Keep it Lit for my Brothers) I’m trying to be here for a long time.”
With production from P-Lo, Scorp Dezel, Arkitekz, Cal-A, Chris O’Bannon, and many others, The Chang Project is Nef’s most accomplished project yet. “I’d categorize The Chang Project as ‘road trip music,'” explains Nef, “because it flows well from beginning to end. It was created for you to have fun experiences to with friends, riding to wherever you’re going.”
Nef’s 5 Steps For Spicing Up Your Life:
- Invest in yourself
- Strive to make power moves
- Keep your personal life personal
- Appearance is everything so make sure you keep up your maintenance.
- Whatever religion you are, put faith in what you believe in.
Watch “Spice” ft. SOB x RBE (Yhung T.O.): https://www.youtube.com/watch?v=MDn2QwxlOXU
Check out the Noisey premiere: https://noisey.vice.com/en_us/article/nef-the-pharaoh-spices-up-2017-with-some-awesome-new-music