Director X talks about how Music Videos can come back to relevance, untold stories with DMX, Drake and more with Young Deuces

This interview was one that hit home for me. For those who may not know, my first love in the arts has always been music—specifically hip-hop. It’s the reason I started Geekset in the first place. Hip-hop culture shaped me, inspired me, and gave me the creative foundation that fuels everything I do today. So, to sit down with Director X—one of the most influential visual storytellers in hip-hop history—was beyond special.

If you know music videos, you know Director X’s fingerprints are all over some of the biggest moments in hip-hop and R&B. He came up under Hype Williams and carried that same larger-than-life visual energy into a new era. From DMX and Rihanna to Kanye West, Drake, J. Cole, Nelly, and even Justin Bieber—his work has helped define how we see our favorite artists.

What made Director X’s impact so unique is how he polished hip-hop’s grit without taking away its essence. Hip-hop has always had that raw, from-the-gutter feel, and X managed to elevate it visually without losing that soul. He gave us the cinematic version of what artists envisioned in their lyrics. As a creative myself, I understand that connection—the way an artist sees something in their head and just hopes the world can see it the same way. That’s what Director X does. He translates vision into visual.

During our conversation, he broke down the dynamic between a director and an artist. He emphasized how that relationship should always be collaborative—less about shutting down ideas, and more about expanding on them. That mindset is what allows artists and directors to create something timeless together.

One of the dopest moments in the interview was when he gave me behind-the-scenes stories about DMX’s “What’s My Name?” video. Hearing how that came together—how they captured that raw intensity that matched DMX’s energy—was incredible. Then he broke down the making of Drake’s “Popstar” video, explaining the creative process behind it and how his approach has evolved with the times while still keeping that same authenticity.

We also got into his journey—his origins, his early grind, and how he found his way into the game. What stood out most was his hustle. He didn’t wait for opportunities; he created them. He saw what he wanted, went after it, and made it happen. That’s something I related to deeply because that’s how I’ve always moved too—betting on myself and building what I envision instead of waiting for someone else’s green light.

But one of my favorite moments came when we started to geek out and dive into hypotheticals. I asked him a question that sparked his imagination, and right there on the spot, he went into full script mode. It was wild to see how his mind works in real time. Instead of just answering the question, he built an entire world—an alien-robot-zombie apocalypse blended into one universe. It was like watching creativity take form right in front of me.

If you love hip-hop—especially that 90s and early 2000s era when music videos were an essential part of the culture—this interview is one you need to check out. Director X reminds us of the time when a video wasn’t just an accessory to a song; it was a vital piece of the rollout, an extension of the artist’s story.

For me, this wasn’t just another interview. It was a full-circle moment—chopping it up with someone who helped shape the visuals of the culture that raised me. Director X is a true architect of hip-hop cinema, and this conversation is a reminder of how much artistry, storytelling, and vision goes into every frame he creates.