“It was really low budget, like it’s probably something we usually wouldn’t touch,” says Tara Razavi, owner of and executive producer for Happy Place, “but I don’t know… I just learned immediately that Tyler is a creative genius…. down his morbid checklist on a conference call. Once everything was in place, he led Mandler, Clancy, and the production team at Happy Place, Inc. ‘I’m sitting on a chair rapping, I’m playing with a bug, I eat it, I throw it up, my eyes go black, and I hang myself,’” Mandler says, “That was his treatment.” In his mind, Tyler had each spectacle timed to the exact moment in the song. It’s just about presenting him with options and putting things in front of him, and then he goes, ‘I like this. Mandler served as Tyler’s “directing godfather,” guiding him into a “world of possibilities where we have equipment, we have cameras, we have tricks, we have techniques…. His latest clip is Rihanna’s “Man Down,” which has drawn heavy critique from the Parents Television Council for its depiction of a violated woman who murders her offender in vengeance. His manager, industry vet Chris Clancy, assembled a team of professionals to translate Tyler’s vision to the screen for his big label début.Ĭlancy put in a call to Anthony Mandler, one of today’s most popular music video directors, who is no stranger to pop culture controversy. Notorious for his strictly in-house regimen, Tyler had newfound money to his name since signing a deal with XL Recordings after endless negotiations. Yet “Yonkers” sticks out from the group’s prior homemade repertoire. Coupled with the infamous Jimmy Fallon performance a week later, it was a one-two knockout. The brief and shocking clip - three minutes of contorting, hurling, and hanging - was Odd Future’s tipping point, the moment when fame became inevitable. Three days later, as promised, the OFWGKTA YouTube account uploaded the music video that would rocket the young rapper into popular consciousness and solidify his place in hip-hop history. GOBLIN April 2011” he tweeted on February 7 of this year. Tyler, the Creator gave three days warning “YONKERS Video Drops Friday. After the jump, find out what went on behind the scenes - like, did he really eat that bug?
talked to the team behind “Yonkers”: the producer Tara Razavi, the director of photography Luis “Panch” Perez, and Tyler’s “creative godfather” Anthony Mandler. To create “ Yonkers“, Tyler had a little help from his friends, industry folk far too old for an Odd Future membership. It was the video that changed everything for Tyler, the Creator his barfing silhouette is already iconic.
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