In between those projects, he grew his empire, helming Roc-a-Fella Records and spearheading various film, clothing, sports management, and production deals. He returned in 2006 with Kingdom Come, and followed it with heavy output, including 2017’s lauded 4:44. JAY crafted his initial farewell statement on 2003’s The Black Album-with production from the soon-to-break-out Kanye West -but couldn’t stay away. Carter), proving his acumen for the charts. 2… Hard Knock Life) and “Big Pimpin’” (from 1999’s Vol. He went on to amass further hits like “Hard Knock Life (Ghetto Anthem)” (from 1998’s Vol. JAY’s debut album, 1996’s Reasonable Doubt, established his hustler attitude. He rose from a tough childhood in Brooklyn’s Marcy Projects to earn over 20 Grammys and sell over 100 million albums, all the while perfecting the frank NYC flow established by predecessors like Biggie Smalls. With Jay-Z, there was.If ever there were a reasonable doubt that JAY-Z didn’t have the chops to thrive in hip-hop, his modern mogul status proves otherwise. But there would have to be a reason to do it, I guess. Has “On To The Next One” wet your appetite to direct more hip-hop videos? I hope to do another video after that if I can. , I’m filming two commercials back to back, one in Buenos Aries and one back home. Budgets were plummeting in videos, and it was becoming very hard to do what I wanted to do creatively. Is that how you got your start in the industry?Īctually I started in music videos and moved over into commercials. No Rumors, Speculation or False Information Overused comments including, but not limited to this aint it, chief. You have also done television commercials. How were you able get the new Jaguar XJ before its commercial US release? I was also trying to contradict the excess of hip-hop videos by making something brutally simple and claustrophobic. Watch the Sam Brown directed video, featuring a cameo by Young Jeezy, via YouTube below. For those interested, the idea is actually about a funeral for old imagery and ideas, hence all the gothic and oppressive stuff. Jay-Z is out with the video to his new single ‘On To The Next One’, featuring Swizz Beatz, off the New York City rapper’s eleventh studio album ‘The Blueprint 3’, out now on Roc Nation/Atlantic. All the imagery was thought up by me and was a response to the track itself.
He gave me a very loose brief, and made it clear that we should be progressive with the video. Someone even took the time to analyze the entire video and break it. Talk of Jay-Z’s On to the Next One video featuring images of satanic rituals sprung up on the net as soon as it dropped midnight on New Years. So what was the overall direction Jay was looking for? Jay-Z’s On to The Next One Freemason Conspiracy Theory + Director’s Explanation. He strikes me as a very intelligent and forward-thinking person and I have huge respect for him and his label for wanting to bring something different. tell the truth, I wouldn’t speak for Jay. Whoever they are it’s good to take chances with them, and to ignore what they’ve done before.ĭid Jay come up with the avant-garde treatment for the video? If so, do you think he (or yourself) was aware of the talk that some of the imagery would ignite? I try not to have preconceived ideas of who an artist is, or what they’re going to like. I tend to approach all types of artists in the same way. Were there any differences between filming the more low-key likes of the Corinne Bailey Rae and James Blunt and an in-your-face artist like Jay-Z? You can connect anything if you try hard enough, and make it mean anything you want it to. None of it is owned by any one culture or belief system. There is imagery in this video that is drawn from all over the place. Conspiracy theory is another thing entirely, and seems to me to be about projecting pre-existing beliefs and desperately looking for things that confirm them. One of the great things about music videos are they can be enjoyed purely visually-it doesn’t need to mean anything or make any sense. They don’t always want or need things to be spelt out for them. However, I’ve always felt that the viewing public was, in general, extremely visually literate.
I think when you’re dealing in abstract imagery people are going to want to draw lines between things and make sense of it. What are your thoughts about such talk and why do you think music fans are so quick to believe a conspiracy narrative? I’m aware of the stir the video has caused and what people are saying. There’s been a lot of talk about Jay’s video containing Freemason imagery such as the horned animal head, an eagle and skull. I got a million ways to get it, choose one (choose one) Hey, bring it back, now double your money and make a stack Im on to the next one On to the next Im on to the next one On to the next Im on to the next one On to the next Im on to the next one On to the next Hold up, (freeze, hey) Somebody bring me back some money please Fck a. Pooh Shiesty Brags On Riches From Behind Bars: "JAY-Z Can't Even Relate"
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