In the opening scene of Rucci's new video for "La Bamba," the new single from his upcoming debut album, the Inglewood rapper mans a streetside fruit stand, hustling to make enough money visit his family in Mexico. When he falls asleep in the sun, he finds himself down south, sipping tequila on the beach as he raps about shipping packs across the border. The video is true to life: the shoot marked a reunion for Rucci and his father.
“I hadn’t seen my dad in three years," Rucci told The FADER over email. "He was deported to El Salvador [in 2017] and now he’s in Mexico. Once I got signed, I knew I could finally do something for him, that’s how this video happened. I’m his firstborn, and I haven’t seen him in a long time so it was a big thing for me, him, and my little brother. It was something that meant a lot to me, and I made it fun.”
Rucci also made sure to shout out his MackRucci partner Sean Mackk, who was killed in 2017, adding, "Sean Mackk Forever.” Rucci's upcoming album, due out later this summer via Empire, will feature the first song Rucci wrote after Mackk's death, as well as features from RJMrLA, 1TakeJay, and Shoreline Mafia.
Watch the video for "La Bamba" above.