The MVs that made us: Hip-hop at 50

RIK GREEN – Head of Music Videos

Missy Elliott - The Rain (Supa Dupa Fly) (1997) 

Directed by Hype Williams

There are so many incredible hip-hop videos to choose from. For me, it was a toss-up between Busta Rhymes and Missy Elliot. Growing up, it was their visual sense of humour that really caught my eye. I loved how wacky they could be and still be so damn cool. 

Their best videos always had the greatest sense of fun and ridiculousness that made them and the tracks incredible. Seeing as I have to choose one It's going to be Missy Elliott's The Rain (Supa Dupa Fly). 

Missy's first video and right off the mark she made her statement by setting up her unique and brilliant visual style. This video has everything, zany effects, inflatable garbage bag costumes, Missy distorting her body and incredible sets. 

Brought to life by the legendary Hype Williams, this is a classic.

NNENA NWAKODO – Executive Producer

The Pharcyde – Drop (1996)
Directed by Spike Jonze

This was the first video that came to mind and then I thought "No...that's way too obvious" but it's obvious for a reason! 

This video is the G.O.A.T. for a reason. The simplicity of the concept, the dynamism of the execution - to me it is flawless. 

I remember the day I first saw this video and I was mind blown and even now, when looking at video ideas I often refer back to Drop: an idea that can be summed up in one sentence, executed with flare.

SAM PILLING – Director

Schoolboy Q - JoHn Muir (2016)
Directed by Aplusfilmz

This video always sticks in my mind as the perfect mix of technique and narrative.

A day in the life of a stolen car. So simple and so effective.  When I first saw it I was like “damn, I wish made that!”, which is always a sign of a great video!

It cleverly highlights the cyclical nature of street life - how life in the fast lane can change at any moment, and how karma always wins out in the end.

By using a car-mount, keeping the framing of every single shot the same, and capturing the side of the car and the action in the frame, the audience almost sees the story from the car's point of view; the car itself becomes a character in an all too familiar story of turf war. This is all the more fitting given that the video is filmed in LA.

Love the final shots of the car being towed the next morning after being found by the cops.

AGUSTA YR - Director

Outkast - Roses (2003)
Directed by Bryan Barber

Roses by Outkast is a music video that holds a special place in my heart. 

I still vividly remember watching it for the first time on MTV with my brother and his friends. I was immediately drawn to the video and found myself captivated by its unique style. 

I became so obsessed with it that I would often have MTV playing just so I could watch the video over and over again. The surreal, funny, and theatrical elements of the video have stayed with me all these years and continue to inspire me in my own work.

The video's ability to captivate and engage its audience is a testament to its unique and memorable style.  

ZAC DOV WIESEL - Director

Kendrick Lamar - Element (2017)
Directed by Jonas Lindstroem and The Little Homies (aka Kendrick Lamar and Dave Free)

Paying homage to Gordon Park's photography and then recontextualizing it to our modern context, this video is emotional, evocative, and precise.

It's also a part of the first rap album to win a Pulitzer Prize. 

Kendrick Lamar's Element is really special.

HECTOR DOCKRILL - Director

So Solid Crew - Broken Silence (2003)
Directed by Max & Dania

I remember watching this on Channel U when I was 10 years old and it blew my mind. 

The lyrics of the song are so poignant and cinematic and the simplicity of the video is so freeing for your imagination. 

In my opinion, it’s the perfect balance; the moody portrait-led intro with the sound of the rain, that flute sample with the long, effortlessly choreographed takes. 

It’s classical.

ALEX MOTLHABANE (aka THE REST) - Director

Kanye West - Flashing Lights (2007)
Directed by Spike Jonze and Kanye West

One of my favourite hip-hop music videos is Kanye West’s Flashing Lights. 

It was made at the beginning of what I call Kanye’s Fame Monster era and the scantily clad model in the video plays an ex-girlfriend who is fed up with it all, him included.

It’s got everything that I love in a video: It’s simple, bold with dark undertones. 

I appreciate the attempt to tell a whole story in this one moment that takes place.  

I even forgot Spike Jonze co-directed the video!    

At the time, hip-hop videos were very formulaic. Flashing Lights felt daring for the time and it definitely went on to be one of the videos that most influenced me.

AUBE PERRIE - Director

Dizzie Rascal - Bassline Junkie (2012)
Directed by Megaforce

I can’t pick one music video from the past 50 years of hip-hop and call it an all-time favourite! That’s an impossible task.

Hip-hop artists and music video directors have produced way too many outstanding babies. 

What I can surely say is that this all-time classic gem from Megaforce  is one of the top on my list. 

The performances and narrative magnificently work together, great casting…Let’s just say the music video lives up to the name of the song, which I think says it all. 

Can we have more of both? Insane song names to write on, and music videos that are just as good? 

Shout out to the bass notes only piano...