Jay-Z is stirring up controversy and simultaneously squashes it with his “On To The Next One” clip, which was directed by Anthony Mandler, who’s recently helmed clips for Rihanna, Mary J. Blige, and others.
There’s been a lot of talk lately about Jay-Z and other acts (Kanye, Lady GaGa) being “Illuminatus” and Masons and worshippers of the Devil, and Jay-Z addresses this with the random imagery and weird vibe of his video, but by addressing it with this song, he proves he’s moving on while the rest of us are still chatting and spreading these “rumors” about him.
The video is a bit odd yet highly stylized and captivating, despite the fact that it is in black & white. Jay-Z knows how to get your attention and keep it for the timespan of a music video. My take is that Jay-Z is showing how he’s progressed and his businesses and money and influence have grown, through sports, fashion, entertainment, etc.
I have to say though, a lot of the costumes and imagery reminded me of Lady GaGa’s latest costumes and performances…
Was that Beyonce’? And was the hype man Memphis Bleek? I see Swizz Beatz in the building. The video moved so fast…
*insert a joke about Swizz marriage here* I’mma be good. It’s a new year! Happy new year! LOL!
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January 1, 2010 twizzle
I am LOVING this video. The song was one of my faves when I listened to Blueprint III the first time . . . love the line about flip-flops . . . I remember Jimmy and Cam throwing jabs at Jay by sayin’ “flip-flops ain’t gangsta.”
I could be wrong, but from the glasses, and the way he’s rockin’ the baseball cap, I’d say the mystery hype man is Jeezy.
I agree with the Lady Gaga similarities. It’s done so tastefully, though . . . it could also be argued that he’s just going with the theme of the album. Stylistically, it matches the cover art.
I love to see people at the top of their game. The only other real contender was probably Em, and “Relapse” seemed to disappear as soon as it showed up. He’s just not relevant anymore.
This makes me want to see MORE videos drop from this album.
January 1, 2010 Mika
GREAT video. love the imagery. I couldnt stop watching. Jay is the undisputed king right now. no one is even close to his style and performance level.
January 2, 2010 whateva
Like the video love the song … I hope this situation with Cristal will enlightened all you rapper to stop giving free advertisment in your songs and videos.
January 2, 2010 Meka
love the song but the video was unsettling to me with some of the imagery. i had to RING THE ALARM on that one. but yes, the video is different, very stylized, and unlike other rappers. and the controversial imagery only serves to get more folks talking, but i think he’s treading dangerously close to crossing the line, if he hasn’t already.
January 2, 2010 Meka
@whateva…i LOVE the cristal line in this song. the ceo of that company made it clear that he doesn’t want rappers drinking his product but they still kept buying it and pouring it on women in videos (or, getting empty cristal bottles and fill it with sprite) lol
January 3, 2010 Stefkes
To go on with the illuminati-stuff,
did you check out the diamond skull that’s in the video? I couldn’t see if it was the original (prolly not) but that piece of art is called “For The Love Of God” by artist Damien Hirst.
I dunno if the director tried to hint anything with that, just saying tho.
January 3, 2010 The IPS
Who is Damien Hirst?
January 3, 2010 Meka
@IPS Damien Hirst is the British artist who made the multi-million dollar skull out of diamonds (it’s a real skull with pure diamonds all over it). I picked up that reference in the video too, only because the skull was popular in the media in the past few years and was auctioned off for a ridiculous sum of $$ (one of the biggest, if not the biggest, art deals in history). I think he’s the richest artist alive.
January 3, 2010 Meka
sorry, the skull is a platinum cast of a real one, plus the bling all over it. google is my best friend!
January 3, 2010 The IPS
Ahh, OK. I thought Stefkes was saying that because he was special or an Illuminati or SOMETHING. I’m so lost with all the conspiracy theory stuff…LOL.