Face Off

The brief

'Face Off' wasn't a normal music video shoot. When Dwayne 'The Rock' Johnson agreed to not just feature on but actually rap on a Tech N9ne record, the stakes changed completely. The video had to serve a global audience, not just hip-hop fans but the tens of millions of people who follow Johnson across every platform. Strange Music needed a visual that felt big enough for The Rock's debut verse while staying true to Tech's independent identity.

The approach

Chris Stempel and I co-directed with a clear principle: don't overthink it. The song is about drive, power, and showing up. The video opens with Johnson and Tech N9ne face-to-face, declaring they're going to give the people more, and from there we let the performances carry the energy.

We kept the setups bold but controlled: strong lighting, tight framing, and an edit rhythm that matched the track's relentless pace. Joey Cool and King ISO each got their own visual moments without diluting the headline pairing. Johnson performed in his signature style, charismatic, physical, and fully committed to every take.

The production challenge was coordinating around Johnson's schedule and delivering something that worked for both the hip-hop world and the mainstream audience his presence would attract.

The result

'Face Off' became the biggest hit of Tech N9ne's career. The numbers speak for themselves:

• 250+ million streams across platforms
• #1 on iTunes Top Hip-Hop/Rap Songs chart
• #1 trending video on YouTube for three consecutive days
• Used in 49,000+ TikTok videos
• US Bubbling Under Hot 100: #4
• Johnson's verse became a global internet meme, introducing Tech N9ne to an entirely new audience

Credits

Co-Directors

Cameron Logan Cox & Chris Stempel

Artists

Tech N9ne, Joey Cool, King ISO, Dwayne 'The Rock' Johnson

Label

Strange Music, Inc.

Producer (track)

Seven

Album

Asin9ne

Year

2021