For the Nigerian – American photographer Chidu Modu, imagery and illustration goes beyond showing a lifestyle; it is about telling a unique story that brings the viewer closer to the truth. From photographing legendary artist like Tupac, Biggie and Nas to exploring the world and documenting the daily life of Yemen and India, Chi has undoubtedly created a unique lane for himself with a body of work that posits him in the highly sought after legendary lane.
It all began at The Source where Chi maneuvered his way through the hip-hop scene as the photo director in the 90’s. Chi explained, “I started with Source in 1990 when it was really starting to bubble up and get bigger. I went to the office on a tip that they were looking for people to work for them. When I got to the office, it was a really nice energy and buzz. For me, they were really doing something important for that time and I wanted in.”
Contrary to the “normal” career paths of a first generation American growing up in a Nigerian household, Chi’s unorthodox and nontraditional career choice was indeed a risk well taken. “I had a very American experience, but I was still raised in a Nigerian house. When I was younger, the pressure for first generation American kids with Nigerian parents was even more. There was no artist to look up to and show your parents as an example because these guys did not exist yet. It was really on us to break what our parents know.“
“People ask me all the time what is the difference between then and now. For me, things were a little more fun then because we were groundbreaking. Now the ground has been broken and you’re not really going to impress me with a fancy car or a private jet, because I have already seen it. Back then; even getting a Mercedes was a big deal. We appreciated it more because it was harder on the come up. The music is reflective of that too.”
But this is also why Chi feels that the landscape surrounding hip-hop affects how photographers capture the artist. While Chi is known mostly for capturing Nas in his bedroom at the age of 17 in Queens bridge and Method Man getting his hair braided at his girlfriend’s house in Staten Island, photographers are not gravitating towards the idea of capturing artist in intimate settings. Chi explained, “People are best in photographs when they are really true to who they are. These days, some artists are more about their brand than who they are. But, brands don’t live. People live. Even within your brand you have to let some of who you are out. Look at Tupac, he is vulnerability and strength. That’s why he stays. It can’t just be every picture at the after party tossing money and opening a bottle. That’s actually boring. You have to give more to keep your audience’s attention.”
Chi saw a void of authenticity and visual collateral early in the game. While he understood the importance of documenting the history of hip-hop, he didn’t realize just how impactful his images would be. “It’s crazy because at the time we were perceived as the bad kids, so it is amazing to see hip-hop be able to impact the world and be apart of pop culture. And I travel and see it first hand, so that is definitely one of the more shocking things. Because when you work, you work in a bubble so you don’t really know how it’s affecting the world until you move.”
After decades of using his craft as a way to keep moments alive, relevant and nostalgic, Chi reminds people of the importance of visual documentation. “I knew that 20 years later, that is when my work would really matter to people. I knew that I could shoot it for a magazine but it would eventually become old and after old comes iconic.”
For more on Chi and his book Tupac Shakur Uncategorized make sure you visit his website.
