I Wrote Me A Manual.

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Jay-Z – On To The Next One ft. Swizz Beatz (ViDEO)

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Brilliant. Aside from the visual overload that is this video–and it truly is an overload–this is marketing heaven for Jay-Z. The biggest name in Hip Hop is garnering even more attention to start off the new year with his latest video. Directed by Sam Brown, the video is absolutely packed with imagery that leads the viewer wondering whether there is more to the video than meets the eye. Seriously. The video’s release was immediately followed by speculation about the “deeper meaning” behind the video. Was this proof that Jay-Z is down with secret societies and the Illuminati? The YouTube experts crept out the woodwork, proclaiming emphatically parts of the video they viewed as proof of his affiliation.

I’m pretty sure this is what Jay-Z wants.

There’s no question that Jay-Z, the director, and the rest of the team behind this video intentionally packed this video with imagery. Jay-Z is more than aware of the rumors going around the internetz regarding his possible affiliations. He is pouring more gas on the flame with this video. He’s having fun with us. As we take to the forums and play detective on twitter, he’s reaping the benefit of the publicity this is all generating.

At the end of the day, it’s a damn video. Simply because Jay-Z put strange images in the video doesn’t automatically translate into devil worship and secret societies. I’m just not ready to make that kind of speculative jump. People need to relax on jumping to conclusions simply because you see something you don’t understand. Maybe the images mean something to him. Maybe they don’t. At the end of the day, though, this is baby food compared to the kind of imagery has been prevalent in metal music for years. Not to mention, they’re visuals are often accompanied by MUCH darker lyrical content. Nobody really says anything about their blatant promotion of anti-christian material.

So, even though I think people are reading way too much into this, I’ll leave you with a comment I saw on a thread that DOES make sense. Regarding the imagery in the video:

This ain’t something you play with or just come off the top of your dome with. These are real sciences and organizations and just like street gangs, you will get your top peelt for false flagging.

*Kanye Shrug*

_Try_ and enjoy the video.

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Written by PJ

January 2, 2010 at 5:16 pm

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