In an effort to promote his new single "I Rep That West", Ice Cube has filmed the music video and dropped a behind-the-scene footage to give fans clue on what he has to offer in the upcoming clip. The video was filmed in Los Angeles and directed by Gabriel Hart.
"The concept of the video is just us being all over the West Coast," Cube said. One of the scenes was shot at Los Angeles Memorial Coliseum. Hart also offered his commentary, saying they set up an 1864 small town "in the middle of nowhere" for the filming. Additionally, several ladies dressed in sexy outfit are seen brought into the set.
"I Rep That West" is confirmed as the first single from Cube's upcoming ninth studio album "I Am the West" which is due in July. The track was showcased live for the very first time at Murs' annual Paid Dues Hip-Hop festival in San Bernardino over the weekend.
Ice Cube recently sparked controversy when he admitted of shunning new talent in the upcoming release. "They ain't on my level, why should I waste my time," he wrote on his official blog. "I don't even remember ever meeting these clowns or even being in the same room with any of 'em. They can't make a name for themselves, so they need help from the OGs. I refuse the throw'em a life line. F**k 'em. It ain't my job to make nobody famous. And for the record, I ain't scared of no n****. Especially, no rappers ...seriously people."
Later on, he clarified his statement after garnering harsh criticism from his fans. "I want to make myself clear to all my fans who think I turned my back on the young rappers out here. No," he took his defense. "I wish every young MC nothing but success, especially the ones from the New West. BUT, I have a major problem with any mothaf***a from ANY COAST dissing the Old West ... especially me. I'M SERVING YOU!"