Ghetto Concept - Too Much

JUL 01 1999 · 12:00

Ghetto Concept - Too Much (1999) Director: Jessy Terrero Era: Late-90s Canadian Hip-Hop Golden Age (1999) - A pivotal moment in Toronto's independent rap scene, when Ghetto Concept helped establish the city's urban identity before Drake-era mainstream crossover, capturing the gritty aesthetic of Rexdale and Lawrence Heights street culture on a modest independent budget. As a confirmed 1999 production directed by Jessy Terrero, who would go on to become one of the most prolific urban music video directors internationally, 'Too Much' holds dual significance: it is a primary document of Toronto's independent hip-hop scene before its global breakthrough, and an early credit in a major director's career. The video's gold-certified track status, modest budget, and on-location Toronto shooting make it an irreplaceable artifact for archives focused on Canadian cultural history, the economics of independent music video production, and the visual language of late-90s North American rap. Context: Released in 1999, 'Too Much' by Ghetto Concept emerged at the apex of Toronto's pre-mainstream independent hip-hop era. The duo, Kwajo Cinqo and Dolo, hailing from Rexdale and Lawrence Heights, had already won back-to-back Juno Awards (1995, 1996) and operated their own imprint, 7 Bills Entertainment, without a major label deal. 'Too Much' earned gold certification in 1999 via its placement on The Baby Blue Soundcrew's 'Private Party' compilation, demonstrating the power of Canadian urban radio and compilation culture in breaking independent acts. The video documents a Toronto hip-hop scene that would later gain global recognition, functioning as a cultural time capsule of the neighbourhood-rooted, self-funded rap infrastructure that predated the city's superstar era. Director notes: Per IMDB (imdb.com/title/tt8110026/), 'Too Much' (1999) is listed as directed by Jessy Terrero, filmed on location in Toronto, Ontario, Canada. The estimated production budget is listed as CA$50,000, consistent with independent Canadian hip-hop video economics of the late 1990s. This video predates Terrero's widely documented breakthrough work with 50 Cent and the hip-hop/reggaeton crossover for which he became internationally known, placing it among his earliest professional directing credits. The video's Toronto location shoot aligns with Terrero's documented practice of adapting a film-rooted, narrative-aware directorial style to urban music video contexts, even at modest budget levels.