Hype Williams is a music video director who has become popular for directing many videos, most of them in the rap and hip hop genre. The first music video that he directed was ‘We want money’ by BWP in 1991. Since then he has gone on to create over 100 music videos for the likes of rap artists such as LL Cool J, Missy Elliot, Kelis and Jay-z. He has however stepped out of the genre of music occasionally as he created the video to Coldplay’s 2008 hit ‘Viva La Vida’. The most popular recent video that Hype has created is ‘Empire state of mind’ by Jay-z and Alicia Keys. This video became very popular for its black and white artistic look and was also nominated for a VMA in 2010.
In 2006 Williams was honoured by MTV when they gave him its Video Vanguard Award, presented in honour of his achievement as a filmmaker.
Hype Williams Style
· Fisheye lens – this distorts the camera view around the central focus
· Playing a shot in regular wide screen ration, while a second shot is split and put in the upper and lower bars of the screen.
· Camera focus on the artist from the torso up while the background is one colour and there is a soft different colour lighting being shown in the centre so it looks like the background is illuminated.
Richard Ayoade s best known for being a comedian and actor in the UK sitcom ‘The IT Crowd’. But he is also becoming a hit music video director that bands are turning to to make more arty music videos. This was evident when he produced the music video to ‘Cornerstone’ by Arctic Monkeys, which was criticised by fans due to its blandness but loved my critics. The video only consisted of one steady shot which filmed the singer in a white room with headphones on singing to the camera (audience).
He has worked with very popular indie bands including Arctic Monkeys, Vampire Weekend and Yeah Yeah Yeahs.
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