The art of the music video is nothing like it was, say, ten years ago. Some of the early work of directors Jason Goldwatch, Rik Cordero, and Coodie & Chike redefined the medium, taking what was once just viewed as a visual accompaniment, and turned it into the premiere entry point to a musician’s artistry. If you don’t remember a song by your favorite rapper or singer, your mind will surely conjure up the look it was given by what you could consider the Mount Rushmore of today’s directors.
This July, Young Guru moderated a panel at 92YTribeca, between Coodie & Chike, Cordero, and Goldwatch addressing the evolution of the types of videos they make. The grainy 8MM style of cinematography that you associate with Coodie & Chike underlines Kanye West‘s “Two Words,” was a departure from the letterbox format of the past. The sentimental value of a music video exists now more than it did in the ’90s when most videos on TV looked like one big party. A better reflection of the times, or a slice of life rarely seen is how Rik Cordero and Jason Goldwatch approach each project, like “Birthday Girl” by The Roots, and Jay Electronica‘s “Exhibit A,” respectively.
Watch three classics from 92Y’s lineup of directors below for a little retrospective look at the Sound & Vision of now.
JAY-Z “BLUE MAGIC” (DIR. RIK CORDERO)
KANYE WEST, “THROUGH THE WIRE” (DIR. COODIE & CHIKE)
PUSHA T FT. TYLER, THE CREATOR “TROUBLE ON MY MIND” (DIR. JASON GOLDWATCH)