More HYPE than Williams

When it comes to music videos in the world of Hip Hop and urban music, there is only one name to look for, and that name is Hype Williams. Hype appeared on the scene back in 1994 with his debut video, for the Wu Tang Clang called 'Could It All Be So Simple'

What stands out about this director, is his brave stance & love affair with colour. His style is chic,flashy and as of late corporately conservative. This unique and vibrant style makes Hype's work noticable to a wide and vast audience, even to those who don't even like or listen rap music. His skills have also been employed to sell the names of major world companies such as, GAP,Revlon, Nike and Reebok.

Born in Hollis Queens, New York, Hype built up a name for himself as a graffiti artist, tagging walls and shopfronts. He even tried to sell his works on canvas to numerous art galleries, but to no avail. He told himself "I'm simply not good enough."

So knowing where he wanted to be and what he could achieve,he embarked on a course of education in "film & television". Having dropped out two years later, he began working as a dogsbody for an entertainmant company. It was during this time that Hype decided to start his own video company (Big Dog Productions).

For many people the first signs of this new talent can along at the height of P.Diddy's "bad Boy records" during the late 90's. Working with the likes of Missy Elliot, Busta Rhymes, Jay-Z, Nas, Mary J Blige, TLC, R Kelly, DMX, Notorious BIG and Janet jackson just to name a few, and I really do mean a few, helped to shape the whole structure of the music video and turned MTV upside down & inside out...on his own terms.

His idea was to make these hip hop stars bigger & larger than life. This can be seen in most of the work he's done with Busta Rhymes & Missy Elliot. This is where we're allowed to check out his skills on a more personal note, Editing.

What you'll witness is a new meaning and concept of animation in hip hop. The colour is totally awesome.

He even has his own way of animating his live subjects and placing them in superb backgrounds and backdrops. Like the waterfalls he creates, or the personal intro at the start of all his work (the official 'hype williams' credit or trademark).
And this guy loves to leave trademarks all over his work. From the fisheye lens, the letterbox, the explosions, the cars and oh yes, how can I forget, the Honey's lol.

After gaining enough momentum with scores of videos & credits to his name, Hype embarked on what would be his biggest project yet. This was to be his first full-length feature debut 'Belly' which hit our screens back in 1999. I can remember watching the film for the first time, and no one in the room was allowed to talk!

Could this talented music director really turn it on for a full 90mins???

For me, the answer was almost......! The story was good, and had a very positive message,but at times I could see a fair amount of looseness in the screenplay and not having the right actors in place to convey the deeper emotion that the movie was trying to demonstrate, was understandibly excused

If you've ever seen the Brian De Palma movie 'Scarface' then you will understand what I mean. I found at times that I was watching a re-run of what looked like the great battle at the end of that classic epic. The gun scenes could've been done a bit better and maybe more depth from the characters themselves would've given it the kick it needed.

No complaints with the lights,location, location location. And this is what gets you through the movie. To see images of hip hop videos laced throughout a whole movie,almost gives you a sense of "I'm sure I've seen this before?" And you have, from Pharrell to Snoop Dogg, from Robin Thicke to No Doubt. Yes 'No Doubt' pop music.

And be don't be surprised to see that Hype look blinging from a Mastercard or Revlon make-up advert. Hype williams means business, BIG BUSINESS!

Just check out this intro (belly,1999) if you want a better idea:
http://www.youtube.com/watch?v=pniQT-Zy5WA

And if you still don't believe the HYPE....
http://www.hypewilliams.com