The visual really tells the story of the need for the ego to die in order to manifest destiny and make room for the evolution of the true self.
How does the visual tie into this idea of ego death? In an interview with iHeartRadio, for example, Jay described "Kill Jay Z" as being about the act of murdering one's ego to get to a place of vulnerability. We wanted to mirror the subtlety of some of Jay's messages, so that those in the audience would hopefully find the hidden meaning within the visuals, staring them right in the face––just as they did with his lyrics.įrom a broader perspective, the track really sets off the introspective tone of the rest of the album. We lived with music and all of the nuance that is Jay's genius. Of course, we wouldn't have done the music justice if we didn't take a holistic approach creatively to the visuals. Though you were working on the visual ahead of the public's knowledge of these lyrics, did those passages have any bearing on your creative process? Specifically, there was much discussion-some rooted in apt lyrical analysis, some rooted only in gossip-about the references to Kanye West. "Kill Jay Z" received a great deal of attention upon the release of 4:44 due to its lyrics. We couldn't even tell our own family members fearing that information on 4:44 could potentially leak.
No phone use was allowed on set whatsoever. We had a zero tolerance policy on any discussion of the project period. We actually had everyone that was working directly for us on the filming of the project to sign ironclad non-disclosures, including cast, grips, parents/relatives of cast, etc. Given that no one knew for certain that a new Jay album was even in the pipeline as recently as a few months ago, how were you able to ensure maximum secrecy when developing and shooting this project? 4:44 is a work of art, created by an artist at the top of his game and it will age just as well as he has –– without a doubt. What's your favorite song on 4:44 so far?īush|Renz: "Kill Jay Z," "4:44," and "Family Feud" are our top three at the moment but that could change daily as we continue to absorb and devour the album. The resulting conversation, which has been condensed and edited for clarity, can be found below.
Complex reached out to directors Gerard Bush and Christopher Renz-known collectively as Bush|Renz-to get a little more insight on the inspiration behind the latest 4:44 accompaniment. The "Kill Jay Z" visual touches on this idea and much, much more. "It's about killing off the ego, so we can have this conversation in a place of vulnerability and honesty." "It's really about the ego," Jay told iHeartRadio on 4:44 release day. Though much attention has been given to the track's lyrical mentions of Kanye West and Eric Benét, the song as a whole-as Jay himself has said-is more concerned with the idea of killing off one's ego. The latest piece of 4:44 art, directed by Gerard Bush and Christopher Renz, follows the previously released videos for "Bam," "The Story of O.J.," and the title track. Jay Z dropped the long-awaited visual for 4:44 opener "Kill Jay Z" Friday.
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