MTV feat. Puffy, Busta & Missy
I'm a magazine junkie. Full on crack head of content. I'm addicted...I admit it, I admit it....Since I first got my hands on publications like XXL, Wallpaper, The Fader, Arena etc. I've passionately collected print issues and curated collections of visual inspiration from their pages. I've been working on getting all physical copies that I love digitally scanned and I came across this stunning MTV three page advert. I have no idea about who shot this creative or what agency executed the campaign but upon careful examination I noticed along the spin of the image was a Copyright of 1998 and then I flashed back...
Back in 1998 revered music video director Hype Williams' visual voice helped elevate artists imagery to the highest of heights, allowing the culture to be on a first name/nickname basis with them. He helmed 4 minutes filmic masterpieces that shaped a generation during a time when the MTV network still played music videos (if you didn’t know, it stands for Music Television). This was a period of time when platinum plaques were stacked by the dozens and diamonds glistened while champagne popped and poured freely. MTV has always had a knack for tapping the pulse of the moment and enlisted a trio of Hip-Hop’s elite for a classic series of print ads.
Enlisting Puff Daddy, Busta Rhymes & Missy “Misdemeanor” Elliot this batch of adverts brought forth the high-key photographic aesthetic of a Hype Williams video and cleverly only focussed on close crop areas of each of their bodies. What's remarkable is that these 3 stars images are so well known that even a smile, arm and hairstyle make them instantaneous identifiable. The simplicity and clarity of the messaging paired with the graphic approach is vivid and left an indelible imprint on me. Years later I had the pleasure of working for Chris Lighty (R.I.P.) of Violator Management whom managed each of these 3 stars and at the apex of Hip-Hop’s influence. Chris wielded a huge sword in making shrewd moves like this and years later it still resonates.