The MVPA Awards lend Outkast some sugar

By Ms Published on .

At the Music Video Production Association (MVPA) Awards, held May 20 in L.A.'s Orpheum Theater, Outkast's tromp all-Andre "Hey Ya!" directed by FM Rocks' Bryan Barber, came away the most honored with four awards, including Video of the Year. Beyonce's anthem "Crazy in Love," directed by Jake Nava of FM Rocks and Christina Aguilera's swaggering "Fighter," directed by Revolver Film Company's Floria Sigismondi, each collected three at the 13th annual ceremony. "Hey Ya!" also collected Hip Hop Video of the Year, Best Direction of a Male Artist, and Best Art Direction for Eric Beauchamp. " 'Hey Ya!' in particular sounded like a Beatles song, and I thought, Wouldn't it be cool to do a video for this like the Ed Sullivan Show?" says Barber about the video's concept. "I showed [Outkast star Andre 3000] tapes of the show and explained that with motion control, he'd be able to play the whole band."

Nava, whose "Crazy in Love" won Best R&B video, says, "The standard formula for R&B clips was both created and perfected by Hype Williams, so the goal now is to respect that formula while departing from it somewhat. I tried to merge the historical look of American R&B videos with the refined seductiveness and sexuality of European fashion."

In addition, David LaChappelle was named Director of the Year for Christina Aguilera's "Voice Within," Jennifer Lopez's "I'm Glad" and No Doubt's "It's My Life." Michel Gondry took home two awards, the Kratz Award for Creative Excellence, and Best Direction of a New Artist, for Steriogram's "Walkie Talkie Man," while David Fincher was presented with a Lifetime Achievement award. For a full list of the winners, visit 8www.mvpa.com.

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