The award-winning promo for the debut single by hip hop artist King Kapisi (Bill Urale) is a family affair: bookended by shots of his two-year-old son, directed by his sister Sima and produced by another sister, Makerita. The song is a plea to his Samoan people to remember their pre-colonial past: “feed your kids not the church”. Filmed underwater at Wellington’s Kilbirnie Aquatic Centre, the video has islander Kapisi swimming through a sea of lava-lava. It won gongs at 2004’s BFM, Mai Time, and Flying Fish awards and an NZ On Air 1000 Music Video Celebration nod.
We knew that Bill needed to have a marketable, commercial image and, with Sub-Cranium we realised that he had to look good. We wanted to prepare him for his first release, to make sure that the image went well with the song.– Sima Urale on her and her sister Makerita's part in this music video, Pavement