Rapper/ singer Omer “O-Bee” Bhatti plays super hero in the clip for his latest single “Automatic,” making its debut on Billboard. Shot in less than a week, the video — directed by Chris Perez and produced by Michael Jackson‘s son, Prince Michael Jackson — was a collaborative artistic vision.
“I thrive off of creating something,” the Norwegian rapper tells Billboard. “The concept of the whole video was sparked from Prince’s first ideas for the video. We wanted to make a short-film type of video. Since I grew up under the mentorship of Michael Jackson, taking the cinematic approach came natural to me. I remember MJ used to say about his videos, ‘They are not music videos — I make short films.’ I guess that stuck with me.”
The King of Pop isn’t the only icon who inspired “Automatic” — Bhatti also shouts out Diddy, whose Bad Boy ways in the 90s inspired the song’s hook.
Prince Michael, who also stars in the clip, adds, “It’s inspired by the cinematic music videos that my dad made back in the day. It’s hard to describe what it was like working on this video. It didn’t feel like work — I was learning so much from all the crew members as well as having the good fortune to be working with close friends of mine.” He continues, “Working on this project felt like the beginning of a dream come true. I remember being on set and seeing the magnitude of the set and realizing, ‘Wow, we’re really doing this.'”
“Automatic” serves as the full-length production debut from Prince Michael Jackson’s King’s Son Productions. O-Bee’s forthcoming independent EP is slated for release later this year.
Watch the mayhem unfold in the “Automatic” video below.