Jay-Z carried over his 2009 momentum into 2010 with the video for "On to the Next One," which premiered just after midnight on January 1.
The clip, directed by Sam Brown (known best for helming "The Pretender" and "Wheels" for Foo Fighters), is shot entirely in black and white (a theme Hova seems to enjoy) and features a series of seemingly disjointed shots of various characters and art projects: A Damien Hirst-esque bejeweled skull, a woman in Kabuki makeup, a tagged Jaguar, a guy who looks like a hobo version of the Joker. Throughout the video, the three stripes that comprise the center of the artwork for The Blueprint 3 keep showing up, and nobody really moves (save for Jay and track guest and producer Swizz Beatz). It doesn't have any sort of narrative arc or connective thread, but it certainly looks super-cool.
The key scene also might be the most random: The clip periodically cuts back to a series of basketballs that bounce in slow motion. Also, those basketballs are on fire (perhaps Jay-Z, in his capacity as part owner of the New Jersey Nets, simply wants to make "NBA Jam" a reality).
http://www.Jay-Z.com
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