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Alliance representative, Julian Jones-Griffith said in a press release that celebrated video director Little X has signed up to direct the video for Jamaican dancehall artiste Mavado's second single, Last Night from his critically-acclaimed debut album Gangsta for Life.
"The reason we chose Last Night is because of the feedback we got from radio, internet and DJ's. We sent out the album to all the mix tape DJs and they all came back with this as the most likely track on the album to blow. Its also the most digitally-downloaded track from the album." said VP Product Manager Chris Goins.
A protege of Hype Williams, Little X has been noted for his high-budget, visually distinctive videos for popular music singles, including Sean Paul's Gimme the Light, Mystikal's Shake That Ass and Danger! (Been So Long), Usher's U Got It Bad & U Don't Have to Call, as well as clips for R Kelly, Ludacris and Kanye West among many others.
"The video will definitely help bring us more promotion to the record and reggae music," continued Goins. "The album is still going strong and Mavado's popularity in the core has not eased up at all, so we are concentrating the push into the crossover market."
"VP doesn't have the budgets that are available to major labels, but X was hyped to work on the project when I contacted him," said Julian Jones-Griffith, Mavado's manager. "Him and Mavado had met previously so when we reached out he was determined to make it happen."
The video is to be shot on location in Jamaica on October 30th. Gangsta For Life experienced a 53% jump in sales in the last few weeks, keeping it on the Billboard Reggae Top 10. Mavado is also slated for an appearance on BET's prime time "Rap City" TV show in the near future.
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