Friday, March 26, 2010

The "Absolut" Genius of Brand Jay-Z. "NY-Z": The Film.

This week TBWA/Chiat/DayNYC and Absolut Vodka premiered "NY-Z", a new 15-minute documentary featuring Jay-Z that focuses on Jay-Z and his September 11 benefit concert at Madison Square Garden in New York. The film officially directed by Danny Clinch premiered on March 22 on Absolut’s Facebook page. directed by Danny Clinch. The film focuses on the rapper and his September 11 benefit concert at MSG in New York and premiered on March 22 on Absolut’s Facebook page.
Continuing to collaborate with creative visionaries, ABSOLUT Vodka the short film paints a rare portrait of the global hip-hop icon. Jay-Z has refered to himself as "I'm not a businessman, I'm a Business, man". Truly he is a brand that is a proven success.

With unprecedented access to Jay-Z the days and moments leading up to, and after, his legendary September 11th benefit concert at Madison Square Garden, Danny Clinch gives us an intimate glimpse into Jay-Z: his childhood, his motivation as an artist, his passion for music, and his muse, New York.
"New York, New York, is my foundation, it's the center of my growth, it's the muse for my art," Jay-Z says in the clip. "It's where I grew up. It's the thing that I have a lot of pride in."

The documnetary follows Jay-Z as he prepared for the release of his Blueprint 3 album and his September 11 benefit show at the MSG. The star-studded event boasted an array of guests, from old friends Mary J. Blige and Diddy to new Hov associates Kid Cudi and John Mayer.

In addition to interviews with Hov and Mayer about the 9/11 show, "NY-Z" features the rapper reminiscing about his upbringing in Brooklyn's Marcy Projects and his mother's record collection, which included albums by the Isley Brothers, the Jackson 5 and the Commodores, which Jay said inspired his original Blueprint album. Jay said his mom had "great musical taste." Toward the end of the clip, the rapper talks about his knack for collaborations, in both the professional and personal scope of his life.

"I'm all for collaborations, whether it be with business or with artists," he said. "It can't be about money, there has to be something in there that's true for both sides. I think it's a great thing when two people come together with two different ideas and two different approaches and they align at the end of the day. No one loses when it's like that."

 Rehearsal footage of the lyricist and his band performing "Empire State of Mind" also makes its way into the film, as does behind-the-scenes footage of Jay-Z attending the 10-year anniversary party for his clothing line, Rocawear.


Stuart Thursby said...

I enjoyed watching the video, looking forward to the other ones in the series. Anyone know how many they have planned?

Souki said...


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