Video director: "Jay Z turns the rules upside down"
Superstar rapper Jay Z "turned the rules upside down" with his new music video.
The hip hop icon recently unveiled the hotly-anticipated promo for his latest collaboration with Justin Timberlake, 'Holy Grail'.
Speaking to MTV News director Anthony Mandler explained: "Jay's committed to turning the rules upside down. He's willing to push the boundaries, flip the concepts, and allowed me the ability to be really disrespectful to the track, to re-cut it and change the order.
He added: “It was a way to f**k with people's heads, in a time when people don't do that anymore.”
Mandler explained the pair had a very different idea in mind when it came to drafting the video's concept.
He added: "When we started the video, the idea wasn't to re-arrange the track; that came along the process of discovery, during the edit, when we had this idea of, 'How do we turn the medium again?'
He explained: "Yes, I could craft a nine-minute, cinematic video, or Jay and I could step back, put some footage on the chopping block, put a chorus on the chopping block, surprise people and make this an experience.”
Watch the video here:
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