In an interview with Complex, Jay-Z opened up about famed director, Hype Williams, and his impact on Hip-Hop in the 90s. Jay first worked with Williams in 1996 for the mob-inspired “Can’t Knock the Hustle” music video from his acclaimed debut, Reasonable Doubt.
“‘Can’t Knock The Hustle’ felt like cinema,” Jay told Complex. “We also have to talk about Malik [Haseen Sayeed], the cinematographer Hype worked with. The cinematography was just so beautiful and the way it was shot it just elevated it to another level. We weren’t spending that sort of money then to finish the pyrotechnics. So when the limousine blows up it’s really janky, you know. But the vision and the cinematography was just beautiful and his eye was just different. The combination between Hype and June [Ambrose] elevated our look and feel. I remember people talking about how great a video it was. ”
Jay went on to say that Hype was hugely responsible for Hip-Hop's success at the time.
“I would say that Hype could take credit for 50 percent of the success of the music at that time. If not 55 percent. We gave people an audio experience that they imagined in their mind and when he put those visuals to it, it took it to a whole new level.”
