Samoan rapper Dei Hamo — real name Sani Sagala — topped the Kiwi charts in 2004 with his bass-heavy debut single ‘We Gon Ride'. It spent five weeks at number one, and stayed in the Top 10 for two months. It also made the Top 40 in Australia. Dei Hamo had been part of the early wave of South Auckland hip hop in the late 1980s, before returning to music in 2002. His debut album First Edition (2005) spawned a second hit with ‘To Tha Floor', which debuted at number five. Although further singles have followed, these days Sagala concentrates on directing music videos. He has made over 50 to date, for everyone from Pieter T to Smashproof — as well as short film The Crossroads: Le Māgafā, about musician Tha Freestyle.
Director Chris Graham delivers five minutes of cars, comedy and eye candy in this slick who's who of the 2003 Kiwi scene. Featuring DJ Sir-Vere, VJ Jane Yee, ex sports star Matthew Ridge and Paul Holmes (well actually he was a no show — but his understudy made an appearance), the clip succeeded in planting a relatively unknown hip hop artist squarely on the front page. The result was the biggest selling Kiwi single of the year (it went platinum, and spent five weeks at number one). Named Best Video at the 2005 NZ Music Awards, it cost at least $50,000 to make.