[artist id="3055069"]Nicki Minaj[/artist]‘s blistering track “Did It On ‘Em” gets the video treatment in a guerilla-style clip highlighting some of the diva’s backstage exploits and performances during the I Am Still Music Tour alongside Young Money honcho Lil Wayne earlier this year. MTV News caught up with the director of the brand-new clip, DJ Scoob Doo.
A hip-hop renaissance man, Scoob Doo has brushed elbows with some of rap’s elite for some time now as a longtime fixture on the mixtape scene, gaining a name on the DVD scene, as well. Scoob’s latest gives Minaj fans an intimate look into the superstar’s life on the road. Scoob revealed quite a bit during a quick phone chat and gave the lowdown on how the video came to fruition.
“She’s family to me and I’m family to her, but this is the first time us working together was a priority on both of our lists. So we just had to dig in and put everything to the side and really work on something … [and] we had no idea that it would turn out as good as it did. It was a great experience,” the video director told us.
Scoob also revealed that the plan all along was to shoot the clip in the rugged style seen in the clip. “It took me about a good two weeks to put all of the ideas that we had together. The good thing about the video is that we went in knowing we were gonna shoot the video onstage a few times. I was actually able to get my camera crew onstage,” Scoob shared.
Although the style of video isn’t like many of the other starlet’s big-budget affairs, Scoob Doo shared why Nicki Minaj agreed to go with the more underground feel this time around: “Did It On ‘Em” was the #1 song in the country without a video and only dropped a few spots when Nicki’s glossy “Super Bass” video was released. After a brief convo and an agreement between Scoob and Nicki, they pieced together the video in two weeks in an effort to bump up interest and chart position for the still popular but dwindling “Did It On ‘Em” single.
DJ Scoob Doo is already working on other projects and says he’s “stepping it up” as a director. His goal is to bring quality music videos back to the forefront.
Still riding high off the success of her debut album, Pink Friday, Nicki is set to join pop diva Britney Spears on tour this summer.
What do you hope to see from Nicki’s “Did It On ‘Em” video? Tell us in the comments!