Erykah Badu wins with Honey Direction

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. 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”.

Erykah Honey De La Soul spoof

Erykah Honey Earth Wind Fire spoof


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.