Get the Promonews daily round up

User Accounts

Get the Promonews daily round up

Jehst’s Starting Over by Ian Pons Jewell

David Knight - 14th Apr 2011

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail...

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

http://www.youtube.com/watchv=JRdOyhdIP70

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the Jehst Is My Postman!!!!!... Pt 1 footage becomes clear with the arrival of Part 2...

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker.

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

"I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts."

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years.

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback."

A video that wrongfooted a good many British hip-hop fans - and all because of a few seconds of shaky camcorder footage of a postman delivering the mail... http://www.youtube.com/watchv=JRdOyhdIP70 This had the UK hip-hop scene abuzz with the rumour that missing-in-action rapper Jehst was now reduced to Royal Mail employee status - and what that said about the state of British rap. But the true intent of the <em>Jehst Is My Postman!!!!!... Pt 1</em> footage becomes clear with the arrival of <em>Part 2</em>... With that it becomes clear that Ian Pons Jewell has orchestrated a very effective viral campaign for the benefit of Jehst's new track Starting Over, by simple virtue of releasing his shakycam prelude ahead of the main event - which is a whole lot slicker. "I was asked to do a video for Jehst, so I had the idea to film him in some sort of dayjob and have it look like a weirdo fan had filmed him through his window and posted it up on youtube - in order to create a narrative experience over time," Ian explains. "The idea was that we would then have the guy film him again, but reveal the joke through it shifting into a high-end looking music video - but with Jehst as a postman, handing out letters to various hiphop acts." Featured in the video are Chemo, United Vibrations, Teef, Stig of the Dump, Micall Parknsun, Q Unique, SEPST*R, Jyager and Kid Kanevil, and Ian points out that with so many fans having fallen hook, line and sinker that one of their idols had fallen on more unglamourous times, the actual video has been greeted positively - not least because it means that Jehst is releasing his first album in five years. And he defends his artful exercise in trolling. "It worked perfectly. It caused a huge debate in the comments and elsewhere on forums, and word of mouth, about the state of UK hiphop. Then this came out and it's fired a lot of people up in a good way, with many excited for Jehst's comeback." http://www.youtube.com/watchv=GSkiTj6oXAk

http://www.youtube.com/watchv=GSkiTj6oXAk

David Knight - 14th Apr 2011

Tags

  • Director's notes
  • New Promos
  • Promos
  • Virals

Popular content

Feedback

Problem with this page? Let us know

Credits

Production/Creative

Production Company
Studio Murmur

Camera

Focus Puller
Max Mallen

Editorial

Editor
Gaia Borretti

David Knight - 14th Apr 2011

Related Content

Industry News

Promonews logo

Music video creativity everyday.

promonewspromonewstvpromonews.tv
Submit your video