MUSIC VIDEOS 32: Roots Manuva - Witness the Fitness

Mat Kirkby's aim was to mock the artifice typical of hip hop videos, while telling an amusing story about thwarted ambition. The director fooled teachers into thinking that their "former pupil", hip hop star Roots Manuva, wanted to "give something back" by organising a sports day. In fact, he never attended the school and the aim was simply to record their reactions to his outrageous behaviour. Their authentic responses prove amusing and disturbing in equal measure.

Product/client: Ninja Tunes/Big Dada

Production company: Battle Cruiser

Harry's House

27/29 Beak Street

London W1F 9RU, UK

t: +44 20 7025 7500

f: +44 20 7025 7501


Director: Matt Kirkby

Producer: Jo Rudolphy

Director of Photography: Matt Kirkby