DJ Scoob Doo was given the responsibility to produce the music video for Nicki Minaj’s blistering music video “Did It On ‘Em” and he went for guerrilla style theme, in which the raptress’s behind the stage activities taken from her time on Lil Wayne’s I Am Still Music Tour are highlighted.
MTV recently arranged a quick phone interview with Scoob Doo- a man who has worked with some of the biggest names of rap music on the mixtape and DVD level both. His most recent work with Minaj delves into the female MC’s life on musical tours. In a short bit of time, the director gave quite a detailed insight on how the whole project came into being.
Scoob Doo said, “She’s family to me and I’m family to her, but this is the first time us working together was a priority on both of our lists. So we just had to dig in and put everything to the side and really work on something … [and] we had no idea that it would turn out as good as it did. It was a great experience.”
When quizzed about the video’s rugged theme, he replied that it was very much intentional and they had planned the whole thing to come out that way. He revealed that it took nearly two weeks to give all the ideas a proper meaningful look. He added, “The good thing about the video is that we went in knowing we were gonna shoot the video onstage a few times. I was actually able to get my camera crew onstage.”
Even though the end product of the ‘Did It On ‘Em’ video is not in line with the trending big budget and expensive creations that are in style these days, Scoob explained why her Trinidadian client went for the raw underground theme on this one. He said that ‘Did It On ‘Em’ was the best video-less track in the US and even after the arrival of Minaj’s hit “Super Bass,” ‘Did It On ‘Em’ dropped only a couple of spots on music charts. So the duo decided to cash on the song’s unexploited potential and quickly came up with the video in small time frame of two weeks. The move is being termed as an effort to revive the fans’ interest in ‘Did It On ‘Em’ and boost its chart position that had been damaged by the arrival of the Pink Friday star’s other musical ventures.
In the meantime, DJ Scoob Doo is planning to dedicate himself to the video directing business, with the idea to revive the fading interest in quality music.Britney Spears, DJ Scoob Doo, Femme Fatale, Nicki Minaj