XXL – Eif Rivera Is Hip-Hop’s Favorite Music Video Director

Eif Rivera is the walking definition of the rookie and the vet. Despite only getting into the video directing field in 2011, the self-taught Bronx native has worked hard to gain the respect of his hip-hop peers. It took years of perseverance—and an undying love for the craft—to reach the status of being able to rub shoulders with the likes of 50 Cent, Puffy Daddy and Nicki Minaj, to name a few. “I just get along with everyone,” Rivera says. “It’s really about sitting down with the artist and picking their brain. I grew up with hip-hop. I grew up around the shit. I don’t want to give my age away, but I’ve been there since day one.”

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