When Jay-Z’s video for his latest single On To The Next One premiered earlier this month people cried “DEVIL WORSHIPPER” and “FREEMASON”.
Well now the man behind the video, director Sam Brown, has come out from beneath the pitch black shadows to set the record straight.
In an interview with Vibe.com Brown had this to say….
I’m aware of the stir the video has caused and what people are saying. I think when you’re dealing in abstract imagery people are going to want to draw lines between things and make sense of it. However, I’ve always felt that the viewing public was, in general, extremely visually literate. They don’t always want or need things to be spelt out for 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. 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. There is imagery in this video that is drawn from all over the place. None of it is owned by any one culture or belief system. You can connect anything if you try hard enough, and make it mean anything you want it to.
He (Jay-Z) gave me a very loose brief, and made it clear that we should be progressive with the video. All the imagery was thought up by me and was a response to the track itself. For those interested, the idea is actually about a funeral for old imagery and ideas, hence all the gothic and oppressive stuff. I was also trying to contradict the excess of hip-hop videos by making something brutally simple and claustrophobic.
Click HERE to read entire interview.
The world thanks you Sam, Jay and Warner Music for bringing us such a progressive and thought provoking piece of visual art.
Believe me when I tell you that it blew my mind!!!
On To The Next One will definitely be the Thriller of the new decade….