Samoan rapper Dei Hamo - real name Sani Sagala - hit the top of the Kiwi charts in 2004 with his infectious bass-heavy debut single, ‘We Gon Ride'. It spent five weeks at number one and stayed in the Top 10 for three months, going platinum. It also made the Top 40 in Australia, while the accompanying video for the single took out Video Of The Year. Dei Hamo's first album, First Edition - released in 2005 - spawned a second hit with ‘To Tha Floor', which chart-debuted at number 5.
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, ex sports star Matthew Ridge, Paul Holmes (well actually he was a no show — but his understudy appeared to get the message across) and VJ Jane Yee, this remarkably polished 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 — and a 2005 NZ Music Award for Best Video. It cost at least $50,000 to make.