The Roots “What They Do” Video
The Roots “What They Do” Video
The Roots “What They Do” Video
The Roots “What They Do” Video

The Roots “What They Do” Video

Woo Art International, New York, New York, 1996

Description

The video’s creation was motivated by the everyday flood of videos that all seem to echo the same once-successful concepts, look, and film techniques—especially in rap and R&B. Through standard scenarios seen in dozens of music videos, the Roots band performed in each scene as ambivalent narrators. Candid word graphics were added to magnify each clichéd scene, creating a “how-to” of music video-making. The effect is to entertain, enlighten, and hopefully motivate bands and record companies to challenge themselves in coming up with new ideas.

Collections: Sound Off: The Top 100 CDs, Music Videos and Print Collateral
Discipline: Motion graphics
Format: Motion graphic, Video

Credits

Production company
Woo Art International
Director
Charles S. Stone III
Art director
Carol Wells
Director of photography
Russel Swanson
Producer
Nicola Doring
Client
DGC Records
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