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A Westside Story ft. Masi Rooc

Released Friday 17 April 2020, 9:30pm AEST

A Westside Story started with Masi Rooc. On 17 April 2020 GEEDUP launched its YouTube channel, GEEDUP Co. TV, with a 47-minute film on the Western Sydney artist: a short film, in the channel’s words, on “the setbacks, losses, lessons learned and most importantly the win’s during the come up.”

A collaboration hoodie followed a week later. Eighteen months after that, GEEDUP and Masi Rooc put their names on a second piece, and in 2026 the series came back for a second episode.

Episode one

The rollout began on 10 April 2020 with the title and a promise: “‘A Westside Story’ - @masi_rooc. // YouTube debut soon!” A trailer followed, along with stills from the shoot geotagged to Fairfield and captioned “Cut from a different cloth!” The film was set to air on the Friday night alongside Winter Del. 1/20, with the collaboration to follow the next week.

It premiered at 9:30pm on Friday 17 April, later than planned. “Apologies on the delay, we are perfectionists,” GEEDUP wrote that night. The next day it named the people behind it in two words, “Dream Team”, tagging Masi Rooc, Bestpest, Kreezy Visions and Sueño Productions.

It was the first upload on GEEDUP Co. TV and the first episode of A Westside Story, a series built on the come-up rather than the finish line.

MASI ROOC - A WEST SIDE STORY — GEEDUP on YouTube, Apr 2020

The first piece

The collaboration hoodie released a week later, on Friday 24 April 2020 at 6:30pm. It was cut in 300gsm cotton fleece, with a “Who’s Real x Geedup” screen print across the chest and Masi Rooc and GEEDUP embroidery on the sleeves.

The relationship ran past the drop. On Masi Rooc’s birthday that July, GEEDUP wrote: “I can’t wait to see you on top of this rap thing, you’re well on track. You deserve it all brother.”

Masi Rooc x Geedup Co., April 2020

Soon Home

Eighteen months later the two came back together. “DROP SOON, SOON HOME,” GEEDUP posted in October 2021, then “SOON” again in November, and on Friday 12 November the collaborative Team Logo hoody released at 6:30pm, with a “30MINS” countdown posted just before.

The second piece was cut in 380gsm fleece, with the Team Logo and the Masi Rooc logo in terry towel and tackle twill, a custom “Soon Home” woven loop tag at the pouch pocket and Core Logo hardware on the drawstring tips. The campaign was shot inside a black four-wheel drive lit red and blue, the lookbook against a dark studio backdrop, with a roll of film running alongside.

Geedup Co. x Masi Rooc — Soon Home, November 2021
  • A man in a black hoodie with an outlined GEEDUP arch and MASI ROOC across the chest, standing against a black backdrop
  • A man crouching in a black GEEDUP x Masi Rooc hoodie and black shorts against a black backdrop
  • A man in a black GEEDUP x Masi Rooc hoodie leaning out of the driver’s window of a black four-wheel drive
  • Three men in black GEEDUP hoodies seated across the front of a black car, photographed through the windscreen
  • Two men in black GEEDUP hoodies in the front seats of a black car, shot on film
    Shot on film
  • Flat lay of a black hoodie with a tonal outlined GEEDUP arch, MASI ROOC across the chest and an orange woven tag at the pouch pocket
  • Close-up of an orange woven tag reading SOON HOME on black fleece
    The “Soon Home” loop tag
Soon Home — lookbook film
  • Three men in black GEEDUP x Masi Rooc hoodies and black shorts standing in front of a grey studio backdrop, shot on film

Six years after the first episode, A Westside Story returned with Youngn Lipz: a 29-minute film that started where his story started, in Miller. The format had not changed since Masi Rooc. Follow one artist from the west, and tell the come-up as it happened.

Dream Team — @masi_rooc, @bestpest, @kreezyvisions, @sueno.productions

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    A Westside Story ft. Youngn Lipz

    GEEDUP Co. TV's A Westside Story returns with Youngn Lipz: a day in Miller, a private screening for the people closest to the story, and a 29-minute film on the road before the spotlight.

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