I think this idea was simply genius. Enjoy!
The idea of performance art came to mind. I was aware of Marina Abramovic’s Artist is Present, even though I was in London shooting ‘Never Let Me Go’ and didn’t get to go. And the idea that Jay-Z regularly performs to 60,000 people at a time, I thought, ‘What about performing at one person at a time?’ He absolutely loved it. He interrupted me and said, ‘Hold on! I’ve got chills. That idea is perfect.’ He thinks, like me, that the music video has had its era. I also wanted to make sure we had Marina’s blessing. So she attended the event and took part in the event. She couldn’t have been more happy or enthusiastic about us using her concept and pushing it forward. – Director Mark Romanek