American soul singer/songwriter Erykah Badu and Chris Robinson, founder of Robot Films, took home Best Direction in a Music Video at the MTV Video Music Awards held on Sunday night, for Erykah’s single Honey, from her latest album, New Amerykah.
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The music video opens a record store where a shopper browses through the vinyl albums. Erykah appears on a number of LPs, including # Rufus – Rufus Featuring Chaka Khan, Diana Ross - Blue, Funkadelic – Maggot Brain, Eric B. & Rakim – Paid in Full, Ohio Players – Honey, Minnie Riperton – Perfect Angel, Labelle – Chameleon, De La Soul – 3 Feet High and Rising, The Beatles – Let It Be, Nas – Illmatic, Olivia Newton-John – Physical, Grace Jones – Nightclubbing. The tempo changes and the action moves to the television screen on the record shop wall, showing Erykah performing in a pink set with her side project Edith Funker. The channel changes to show her performing with three topless males, a scene from Earth, Wind & Fire – Head to the Sky. She appears in a spoof of the John Lennon/Yoko Ono Rolling Stone cover of 1981, "Riding My Hip".
The video finishes with an encouragement to support the local record store. As the customer walks out we see a poster for Erykah Badu’s “Honey” on the wall. The phrase, “Domo Arigato” is Japanese for “Thank you very much”.
Filming was shot by co-directors Erykah Badu and Chris Robinson (Mr. Roboto of Robot Films) with executive producer Amanda Fox.
“Chris puts a fresh spin on everything he does,” said Robot Films’ Executive Producer Amanda Fox. “He’s been doing very alternative, design-driven work for quite some time and he really understands the synthesis between the artist and the look of the video. Honey is a perfect example of Chris’ ability to collaborate with high-profile artists capturing their true essence.”
Special effects were developed at X1FX. Editor was T. David Binns.