BEGINNER – AHNMA

It all started with the idea for a simple shoutout video for their long-awaited album and turned into something much bigger: together with executive producer David Mohn and Paul’s Boutique, I jumped on the chance to direct a spontaneous music video for Beginner’s comeback track “Ahnma”. At the time, none of us knew we were making what would soon become one of Hamburg’s biggest hit videos in a decade.

We set out to give the video a raw, street‑level vibe: black‑and‑white aesthetics, rapid hyperlapses, gritty energy and oldschool Hamburg locations — a tribute to the city that raised the band and us. I integrated the city not as backdrop, but as a symbol for the tracks energy. The title “Ahnma” emerged when the entire Eimsbush squad got together on the roof the the Uebel & Gefaehrlich Bunker – except for Gzuz, who wasn’t allowed due to beef with the club. Thus we wrote some cards to explain the situation – and realized how perfectly the word “Ahnma” fitted.

Once released, the response exploded. The video became a viral hit (today counting over 60 Million views) and helped cement Hamburg’s place back on the map of German hip‑hop – louder and stronger than we had dared to imagine.