This week, Billboard is celebrating the music video with a week's worth of content that looks at the past, present and future of the video, at a time when it seems to be as relevant as ever. Here, we spoke to Director X about some of the most iconic videos he's helmed during his two-decade career.
In the 20 years since his late-'90s debut, Director X has established himself as one of this generation's most legendary music video directors. From his signature horizontal opening scenes to his consistent celebrating of his Caribbean roots, the Toronto native's visual innovation has brought hits of many artists across genres to life -- Fifth Harmony's "Work from Home," Kendrick Lamar's "King Kunta," Ciara's "Body Party," Justin Bieber's "Boyfriend," Nelly Furtado's "Promiscuous," Usher's "Yeah" and dozens of others. Yet there is a less-memorialized video the former Hype Williams protégé points to as helping catapult his career.
"The big one was Redman’s 'I'll Bee Dat!' [in 1998]. The concept was fun and it really connected," X explains to Billboard. "And it was one of those things in the age of music videos where it was -- I don’t want to say bigger -- but it was equal with the record. It wasn’t like the record was a big hit on its own. The video really did something to it that elevated it into the people’s consciousness. That was my admission into the club."