“D.O.A. (Death of Auto-Tune),” – Video Review | Amalgam Digital Blog

Jay -Z premiered his new video for his single, “D.O.A. (Death of Auto-Tune),” earlier this week on June 28th following the BET awards. Directed by Anthony Mandler, this video has a very cinematic feel. The video’s introduction builds anticipation as Jay enters an abandoned warehouse, with the underscore of eerie strings creating uneasiness to the viewer. When Jay flicks on the lights the video kicks into high gear with the single’s opening soprano sax line. The video plays along with the theme of the song, the death of auto-tune, which is Jay’s response to the new direction hip-hop has taken. Jay’s goal to bring hip-hop back to its roots can be seen here visually. The video is not bright and colorful and has few special effects. It’s just Jay in a warehouse backed by a live band, with cut scenes to him hanging out with Harvey Keitel and LeBron James. There are also scenes of the explosions of various items such as fancy cloths, auto-tune software, and Champaign to further drive Jay’s point home. Fans have seemed to have a great response to the new single/video and are highly anticipating his new album, The Blueprint 3, which is due to hit stores September 11th, 2009.

Tags: Jay Z

This entry was posted on Thursday, July 2nd, 2009 at 9:09 AM and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.