media director study

1. DIRECTOR STUDY
HYPE WILLIAMS

2. BASIC INFO
• Born in July 1970 in New York.
• He is a director and writer.
• He directed his first music video in 1991.
• He is most famous for Will Smiths “Gettin
Jiggy’ Wit It”.
• Hes won numerous awards including the 2014
BET award for the Best Video Director and the
2006 Best Music Video Award for Michael
Jackson’s video Vangaurd.

3. KEY ARTISTS
• Kanye West (20 videos)
• Busta Ryhmes
• R.Kelly
• JA Rule
• Will Smith
• Nicki Minaj
• Notorious B.I.G

4. ANALYSIS OF “Getting Jiggy Wit It”
• The majority of shots used are mid shots and long shots. Long shots are particularly used
durning dance choreography. Close up are also used to show facial expressions and bodies.
The use of highlighting the dancing links to the lyrics of “Get Jiggy Wit It”.
• The use of camera work and bright colours seen in costume and surroundings links to
Andrew Goodwin’s conventions of pop music videos. The bright colours give an upbeat vibe
which also links to the upbeat music.
• In the context of the song “Jiggy” means dancing effectively and can also often be seen as a
sexual reference. This links with the numerous shots relating to the 3 B’s.
• The pace of editing is quite fast linking to the beat of the music and cheerrful style of the
video.
• The use of the black suit and black background makes Will Smiths face and shirt stand out. In
addition to this shots of him dancing with the girls makes him stand out as he is the only
male.
• https://www.youtube.com/watch?v=3JcmQONgXJM