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Atiba Jefferson, a multifaceted talent in the industry, has been a force to reckon with, especially in the realm of skateboarding photography. And while it may seem odd to mention skateboarding in a music context, it is in this amalgamation of cultures that he has had an impact. His photos, raw and authentic, have graced the pages of Thrasher magazine, capturing the free spirit of skateboarding that syncs so well with the audacious nature of rock, indie, and hip hop music. Yet, his craft extends beyond photography into visual storytelling, particularly in the music video industry; his credits stretch from indie bands like The Shins to hip hop stalwarts like Odd Future.
His most fascinating project came in the form of a music video for The Black Eyed Peas song, "DOPENESS," starring the iconic k-pop artist, CL. Contrary to most high-energy, over-produced music videos, he chose a stark black and white aesthetic that focused purely on the performers and their energy. That's Jefferson's gift - his ability to hype down, pull back the shiny veneer and focus on where the true spirit lies: the performers, their artistry, their audacity.
While it is known that Jefferson's heart lies deeply embedded in the skateboarding world, it's interesting to note that he's also passionate about air hockey. Next time you enjoy a music video with a black and white aesthetic, remember the maestro behind the lens might be quite the formidable opponent over an air hockey table.
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