The LA Rams schedule release video dropped just last night and everyone is still buzzing about it. And for good reason, it was the epitome of So. Cal cool. The production value: Slick. The vibes: Spot on. The subtle digs: Noice.
But much like the city in that it represents; if you blink you miss the best parts. So we at the LA Football Network put together a crack squad of researchers to dissect and decode all of the LA nods, pop culture references, and those sweet sweet shots fired* at rival teams and fans.
*Some teams opted to go not-so-subtle digs. Looking at you Chargers. Really? A Taylor Swift joke? Yawn.
The video follows a Rams royal blue and yellow (Sol) lowrider on its trip from the start of the season to New Orleans, the host of Super Bowl LIX. The accompanying song, “Grinding All My Life” is by LA native, Nipsey Hussle (RIP). His song Last Time I Checc’d is also featured and is also the music played when the Rams take the field at SoFi Stadium.
Many of the stops along the journey to the Cresent City are given a film, television, or music world it exists in. Of course, major parts of those industries are based in LA. Much like movies this video is chalkfull of Easter eggs
The lowrider is an iconic symbol of southern California with roots weaving through multiple cultures and generations of Angelinos. This is reminiscent of cars used in music videos of the late 80’s and 90’s era of the hip-hop movement that centered around Death Row recording artists, Dr. Dre, Snoop Dog, and Eazy-E, among others.
It isn’t a direct replica, but it’s hard not to think of the opening line of E’s 1987 single “Boyz in the Hood” “Cruisin’ down the street in my 6-4, Jockin’ the freaks, clockin’ the dough.” 6-4 refers to a 1964 Chevrolet Impala, a popular car to customize at the time.
Nipsey Hussle is also featured in a black lowrider on the cover of Victory Lap, his final album.
Sticking with the Eazy-E theme, the intro features a stylized version of six Rams players looking down at the camera, a la “Straight Outta Compton” album cover.
Players featured include Matthew Stafford, Cooper Kupp, Puka Nacua, Byron Young, Kobie
Turner, Kyren Williams. They replace Eazy’s gun with a football Nacua is holding. Williams throws the ubiquitous LA hand gesture, synonymous with the Dodgers logo. A parental advisory sticker appears in the lower left, but is ripped off. Another reference to 90’s music culture.
Theme: Eminem’s Discography:
Theme: Dune (with a Breaking Bad Cameo)
Theme: LA vs The Bay
Theme: Gotham City
Theme: Day After Tomorrow
Kobie Turner and Byron Young take a moment to breath in the scenery of DTLA from Griffith Park
Theme: The Hangover
Theme: Game of Thrones
Theme: Grand Theft Auto
Theme: Fast and the Furious
Theme: Jurassic Park
Theme: Bourbon Street
Theme: Fast 5 (of the Fast and Furious franchise)
Theme: Top Gun/Transformers
Lowrider cruising down Whittier Blvd, a street in East LA. A small red cardinal rests on the streets recognizable signs.
Theme: Blade Runner
Lowrider returns to original form and is on the way into the desert, passing giant LA Rams Donuts shop, a homage to Randy’s famous donut shops. The final scene is reminisent of Fear and Loathing in Las Vegas, which begins with the two main characters leaving LA headed to Las Vegas through the desert in a bright red convertable 1973 Chevrolet Caprice.
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