Music video director, videographer, and photographer Benjamin Long, entrepreneur of the business enterprises BTL Visuals and Long Boyz Productions LLC, is set to release his new single Too Much Pride this Friday, August 2. In many ways, this proves a daring move for Mr. Long, going by the moniker BennyT, particularly given he’s not only wearing his usual hat but simultaneously stepping up for the big shot in front of the camera. But looking at Mr. Long’s work, it won’t come as that much of a surprise.
A native of Kansas City, Missouri, Mr. Long has built up a reputation as a highly capable filmmaker, working with assorted talent spanning Missouri to Kansas, Texas to New York, and New Jersey. Stylistically he’s gotten significant attention for his gritty, verité, underground style, mixed with commercial beats that highlight the profiles of promising new talent – particularly those redefining and revolutionizing hip-hop. After having built up a canon of work that speaks for itself, it’s only natural BennyT would make his entrance, complete with the kind of cocksure swagger coming from working with the best.
Part of BennyT’s appeal as an artist in his own right is his insistence at creating a singular, individualized aesthetic. While taking notes and cues from those who have come before him, Mr. Long’s principal imagery mixes the uncanny emo tones of the nineties, Kurt Cobain and Nirvana particularly coming to mind, along with the harsh, staccato-like deliveries of artists akin to Snoop Dogg, or Jay Z. It’s this kind of mixing of traits that’s kept hip-hop interesting over the last couple of years, sometimes veering to offbeat places compared to the old guard, yet at the same time epitomizing themes, messaging, and lyrics that have kept the genre relatively timeless.
In terms of lyrics, Too Much Pride referentially worships at the altar of the old guard, naturally with a softer, East Coast production style. BennyT’s rapping is fairly straightforward, devoid of excesses, and compliments the music. He’s not interested sonically in showcasing his persona so to speak by the lyrics themselves, rather the whole experience auditorily feels like what BennyT encapsulates.
The sneak peak at the music video compliments this laidback, matter-of-fact approach to the music. It’s simple, with BennyT literally basking in the glow of his own id, the latter sometimes resulting in startling, sometimes manic and semi-disorienting sequences reminiscent of Aphex Twin in the noughties. As BennyT, Long has fun cosplaying as different incarnations of the persona, able to point a couple jokes at himself while still maintaining a quietly assured presence in front of, and behind the camera.
It’s this whole jack of many trades thing that keeps him interesting. It adds this personal touch to the whole state-of-affairs to boot. All in all, BennyT still proves a little rough around the edges, but he’ll be someone interesting to watch as Long continues to expand his catalogue. These days, in a world surrounded by people epitomizing the definition of fifteen minutes, BennyT looks posited to stay.
Garth Thomas