99 Problems
From Videoville
artist: Jay-Z
director: Mark Romanek
producer: Mala Vasan
drop: Joaquin Baca-Asay
editor: Robert Duffy
production designer: Happy Massee
wardrobe: Crystal Streets, Marc Anthony
label: Roc-A-Fella/Def Jam
year: 01.14.04
antville post
- video at markromanek.com
treatment
shot entirely in 35mm, black-and-white, the video will not look like any other rap video currently on the air.
per jay-z, it will be a more artistic cinematic exploration, filmed in and around brooklyn’s marcy projects.
the piece will have a tough, natural, documentary look – human, raw, visually poetic.
the spine of the video will be jay’s performance of the song, filmed in several highly visual locations (tbd).
only jay's 1994 encounter with a cop will be dramatized. (the lyrics will not be performed here as “dialog”. the scene will be depicted in a purely visual way.)
with the possible exception of a few high-profile cameos (e.g. rick rubin) the video will make exclusive use of real people from the area.
it will avoid the clichés of “life in the projects." instead it will zero-in on rarely emphasized details of neighborhood life, showing both positive and negative aspects -- always with an artistic eye, never judgmentally.
that said, since the track has a such a hard, old skool feel, the attitude and tone of the piece will definitely emphasize many of the tougher realities.
the final effect should have an unforgettable emotional impact. think of it as “reality-tv” with soul.
© mark romanek / anonymouscontent | 01.14.04
