Guest Star: "This Video Is Important For What It Does To Hip-Hop"
Wednesday, Feb 2, 2011 5:55PM
[With the new release of Benny Benassi and T-Pain's "ElectroMan" music video, director David Rousseau reveals the behind-the-scenes details of his latest visual and what it means for the rap game.]
Adding [bright] colors is definitely a new approach. I think vibrant colors are important in music videos. You gotta understand when people are watching videos, they're [even] watching them on their phones so you gotta make sure things pop. The colors got to hit them so it's important to have videos with some color in them and with some pop in them. You want to have something that's going to give them a double-take.
Depending on the artist, it sometimes plays to their personality. T-Pain is a colorful dude so you can't do something dull for him. You gotta do something that matches his persona. Colors are kind of unofficially our calling card. We have things that are colorful and that's definitely popping. It doesn't look like the average video [if you're dealing with us]. That's the thing. We're trying to do something that's a little bit different than what you see but a video like T-Pain and Benny Benassi's "Electroman," that's something that pops and once they see it, it doesn't look like the average video.
That's the thing. Trying to do something that's a little bit different than what you see. A video like Benny Benassi and T-Pain's, that has a whole European vibe. That's already a big record out there. And that's another thing. The way people see videos in Europe, they see them at the disco [events] and the deejays play their videos. That's another way of people seeing different videos nowadays. Which is a way actually back in the early '80's, like when MTV was starting out, that was the whole thing. People started making videos because there would be these screens at the clubs, Studio 54 and all those crazy clubs out in New York. That's when the video revolution first came out, with all the deejays playing the videos.
So even before MTV, that's the way videos were played back in the day, over at the clubs. So it's more back to that in a way. Now, the deejays at the clubs play the videos on big plasmas all throughout the clubs. So it's a new trend but it's also going backwards to how it used to be back in the day.
Working with T-Pain was crazy. First off, he's super talented but he has an amazing personality. He's like a funny dude. In-between takes, he'll be joking with the crew and he keeps everybody laughing. So he's like half a comedian right there. But he's always super professional and he always brings it. He can come in normal but as soon as you say "Action!" he brings it. He's amazing. People don't always give him the credit for being a producer and singer. He's definitely a force. He ain't going anywhere. He's going to continue to make hit records and keep doing shows.
Keep watching me because we're surprising people. This whole Benny Benassi and T-Pain video is big because Benny's one of the biggest deejays in the world. This guys packs stadiums. I mean, a hundred thousand people go out to see this dude. People like T-Pain are coming out to see him and working with him. So I think this video is important because of what it does for hip-hop. Now hip-hop is starting to get into the whole dance hip-hop thing with David Guetta. And it's moving hip-hop to a whole different direction. People in Europe, South America, through songs by David Guetta and Benny Benassi, are discovering these hip-hop artists. So watch that because there's going to be a whole lot more artists and deejays who are going to get more involved with hip-hop artists and that's going to be a trend coming up in 2011 where you're going to see hip-hop diversify more into that.
David Rousseau is a video director who has worked amongst the likes of Lil Wayne, T-Pain, Young Money, Birdman, Pitbull, Lil Jon, Fat Joe and other artists. Along with shooting music videos, Rousseau has his own production company called CreativeSeen and recently ventured into CreativeSeen Rocks which places an emphasis on more rock-like acts.
Check out "ElectroMan" below: