In the New York City area, Top Shelf Premium is a name that you've likely heard in your periphery if you've ever been to a rap show. A vintage store with a variety like no other, the store's owner Mark Edward noticed that a lot of his clientele were rappers and members of the hip-hop community. What started as a relationship with rap artists and an appreciation for the culture around him turned into Off Top, a web series that has featured guests like Smoke DZA, Dave East, and Meyhem Lauren.
With assistance from producer DJ J Hart and videographers Josh Scott and AJ Sinker, the team has grown the project from a music video series shot in the back of a clothing store to mixtapes and concerts. Now in its third season, the show has moved from the back of the store to DJ J Hart's Brooklyn studio. Armed with VHS cameras that are never too far from a charger (or duct tape for quick fixes), the team shot rapper after rapper over the course of a day to complete their vision.
The third season of Off Top features performances from rappers like Radamiz, Madwiz, Termanology, Crimeapple, Benny the Butcher, and more. New episodes air on Tuesdays on Top Shelf Premium's YouTube Page.
Photo Credit: Photo Rob