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I worked as an engineer, and I wasn’t into production. What was the thing that inspired you to come up with the concept for the Video Music Box show? I was doing my thing, and Lionel was more on the directing side because that had another whole entity to it. Then, I continued to do Video Music Box because I had a commitment to do that every day.
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We got a little name out there on the directors’ producing tip and that was it. We was doing Video Music Box, and then all of a sudden, we started doing videos for Roxanne Shanté, Biz Markie, MC Shan, and all these different artists. We used to say, “Oh, that’s a classic.” Then Lionel said, “Let’s start our own production company, and we can call it Classic Concepts.” That’s how Classic Concepts was born. I wish we had done that video.” We wished there was a video for a particular song from back in the days because it would be a classic. When we watched some of the music videos, we were like, “Man, I wish we had done this video.
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Let’s come up with some ideas.” He started doing some stuff, and we started talking about possibly doing our own thing. He was serious about his comic books.Ī little later on I said to him, “Look, I got this Video Music Box thing happening. Now, I know why he reads comic books.” Dude had all the comic books. I was like, “This dude reads comic books all the time. It didn’t surprise me that he had such a great imagination when it came to directing. That was the beginning of him getting introduced to producing and directing.Īt the time, Lionel and me were consuming everything. What I’m doing now reminds me of the whole DJ’ing thing we’ve been doing for a while, except it’s just video and audio.” He came by the station, and he found it interesting. When we were talking one day I said, “Hey, man. I think he was studying Pre-law, and he wasn’t quite sure if he wanted to do that. Lionel was trying to figure out what he was going to do. Eventually, when I was in college, I got to work at this internship at WNYC-TV which was Channel 31 in New York City. It led to me starting to go into clubs and DJ’ing there. One day, we were like, “Yes, let’s put something together.” We put a little crew together. This was around the time where people had DJ crews. We were listening to music and had common tastes. Then, I noticed he was into records, and I was into records. This came from me seeing him in the record store one day, and we realized we kind of knew each other. Ralph McDaniels: Well, Lionel and me used to collect vinyl records, and we started our own DJ crew. Martin first meeting and later collaborating on bringing the idea of the Video Music Box show to fruition?
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What is the story behind you and Lionel C. Okayplayer recently sat down with McDaniels to delve into the making of the documentary and the importance of preserving the history of Black music in this country. Aided by interviews with Nas, Roxanne Shanté, JAY-Z, Diddy, Uncle Luke, and several other hip-hop and cultural luminaries, Video Music Box intertwines their voices with archival footage about the genre’s ascent from fad to global dominance.
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(This is a full circle moment for McDaniels and Nas: McDaniels directed Nas’ first solo video, “‘ It Ain’t Hard to Tell.”) It is the first project in a joint venture between Showtime and Mass Appeal’s entertainment company. Grammy award-winning rapper Nasir “Nas” Jones directed the film with Wu-Tang Clan: Of Mics and Men filmmaker Sacha Jenkins taking on producing duties. The forthcoming Video Music Box documentary, You’re Watching Video Music Box (which premieres on Showtime on Friday, December 3rd at 8 pm) provides an in-depth look into the creation of hip-hop’s first public television program, showcasing its evolution from the early 1980s to present.Īfter shopping the idea for the past decade, McDaniels found the right team to elevate his vision to completion. With over 400 music videos, two feature films, and several documentaries to his producing and directing credits, McDaniels’ influence on hip-hop has been ubiquitous for the past four decades. Legendary DJ, VJ, and video producer Ralph McDaniels has embarked on a cinematic journey to tell the rich history of his groundbreaking television program, Video Music Box. We sat down with Ralph McDaniels to delve into the making of his new documentary You’re Watching Video Music Box and the importance of preserving the history of Black music in this country. Directed by Nas, the Video Music Box documentary, You're Watching Video Music Box, provides an in-depth look into the creation of hip-hop’s first public television program.