Words by Tasha Brown, Photo via Rep JA—
If you are still wondering what makes Kardinal Offishall so official, watch his latest video, for the patois-laden, dancehall-inspired “Tattoo (Rudebwoy).” You can always count on the Toronto MC to give you a mix of authentic hip-hop and dancehall flavor, but this go round, Mr. Offishall produced and directed the video in Jamaica, delivering a positive message on and off film.
Lots of artists of use Jamaica as a background for music videos, but Kardinal brings a personal touch to his excursion, which comes complete with a cameo from the one and only Bounty Killer. The school that was featured in the video, meanwhile, is located in Clonmel, Jamaica, a place symbolic to Kardinal’s own roots in JA (two of his grandparents are from there). And it wasn’t just a location: you should know that the day that the video was shot, he donated school and sport supplies to the children there. Kardinal Offishall is worthy of all of his titles – Hip Hop Artist, Producer, Director, and Philanthropist. For more on Kardinal’s perspectives on Jamaica and Caribbean culture, read our 2012 interview right here.