Ultramix

I 'm from Austria, so it is only logical that I was searching for a connection of Shaggy to my homecountry. However, I did not have to seek- because: There was indeed the UEFA Euro 2008 - hosted from Austria and Switzerland! And Shaggy sang the Mascots song "Feel the rush"! The song reached # 2 on the charts and clawing as catchy in people's minds firmly .

Shaggy has shot the video for the song in Austria. Locations were the airport Klagenfurt, the lake "Wörthersee" near Pörtschach, a farm in the area as well as the EM stadium Klagenfurt. Next to Shaggy as a supernumerary, the hobby farmer and classic car fan Gustav Reicht can be seen in the video. He droves his own "Steyr" tractor from 1952 within the video.

Shaggy even warmed up during the breaks with hot cider and after the shoot he went to the tavern "Brock Hof" where he was served fried chicken, desired of him. According "Kärnten Werbung" they also offered him fish, but Shaggy does not like freshwater fish.

Film Director Jay Will has brought unrestrained imagination and innovation to the world of film and video, since emerging on the scene in 2003. He is not only regarded as the most sought-after Caribbean Director, but also a driving force in the global community. His signature “GAME OVER” logo has been stamped on over 100 music videos to date. He has worked on numerous commercial projects, documentaries and shorts. Will’s repertoire has soared to become synonymous with untamed quality, and is, in itself, an industry trend.

Jay began his directorial career in his native Jamaica. At the time, most locally produced videos paled in comparison to their sleek American counterparts. Relying on his trademark energy and intuitiveness, coupled with the latest technology in cameras, software and equipment, Will has greatly contributed to the enhancement of the quality of local video production. Blown away by the quality of his work, artistes clamored for videos with Williams at the helm. His unprecedented visual interpretations, interesting story lines, sharp angles and scene-by-scene continuity brought Jamaican videos to a whole new level. Today, Jay and critics alike agree that a huge portion of third world film projects stand in direct competition to first world projects without the inflated budgets.

Born Jason Williams on July 5th, 1978, Jay grew up in Spanish Town, in the parish of St. Catherine, Jamaica, an aged city rich in nostalgia, colonial architecture and culture. In 1992, the Williams family relocated to Fort Lauderdale, Florida where he entered into a brand new cultural dynamic. He quickly embraced the American culture, while never letting go of his own roots, or disappearing in the background. Known around his high school as “Shabba”, Jay was constantly performing popular Reggae songs in front of high school cameras and big audiences, yet always finding himself behind the lens as well. It is against this background that the “Jay Will” brand was formed: generating a fusion of varied ideas, varied cultures, a distinct respect for the artiste or subject matter, as well as, the careful portrayal of the story.

Jay spent the first half of his college career at Full Sail University in Orlando then moved to Tallahassee in 1997 where he completed his degree in Film and Journalism at the Florida Agricultural and Mechanical University (FAMU). By the time he was in college, he had produced and directed over twenty-five home videos. In 2001 he relocated to New York and worked at CBS as an editor in the syndication department. He also worked in production for the Dan Rather Nightly News. After a year, he moved on to MTV, where he began as an intern. Subsequently MTV hired Will as a full time editor. At MTV he produced a variety of home video projects and on-air promos.

His first nudge to become a film director came in--, when he worked on his first music video project, Kanye West's music video, “Through the Wire”. Working with West was “cool,” Will says. West gave a “group of thirsty young black kids,” as Williams calls his six-man company KUAMP, “a chance to break into the industry”. With KUAMP, Williams created West’s first EPK and they also created his first music video. “He [West] did a lot for my boys who were a part of KUAMP,” Williams says.

In 2002, Jay made his directorial debut for a track called, “Diggy Diggy” by KC Jockey, featuring Elephant Man. Not long after that, the demand for music videos soon eclipsed Jay’s job as a MTV editor. In 2005, he moved to Jamaica and eventually teamed up with business partner and Film Producer Carleen Samuels to create their company “Creative Source Productions." Since then, he has worked on a variety of shorts, documentaries, TV Shows, commercials and music videos. Some of his work include: Shaggy (Church Heathen), M.I.A (Boyz), Etana (FREE), Alison Hinds (King & Queen), T.O.K (Footprints), Beenie Man (Dreaming Of You), Junior Reid (Hot Long Time), Sean Paul, Sean Kingston, Luciano, Soca Monarchs Biggie Irie and Skinny Fabulous, Lil Ric, Tami Chynn, Reggae Legend Lee Scratch Perry and many more.

Williams is one of the few directors in the Caribbean and American industry who is able to mirror the diversity of the music he brings to life. That is why artistes such as Mr. Vegas have enlisted him as their go-to director: one who turns international hit songs into visual masterpieces that compel viewers from all backgrounds to participate in lively dance phenomena. Diamond artiste Shaggy has called on Jay Will more than five times to bring the saturated hues of the Jamaican experience to the screen for his wildly successful albums. Williams’ videos for Shaggy are some of the most stimulating productions in Reggae music over the past three years--proving that Caribbean talent can be smart, sexy and satirical all at once.

Jamaica is, measured by the size of the country , undoubtedly one of the most musical places on earth. Due to the high density of artists it always comes back to mergers of several artists to alliances or collectives , especially at the beginning of their careers. Also Shaggy was at the beginning of his career in the early 90's for a long time member his co-founded alliance called " Ruff entry crew". Other members are Red Fox, Bajja Jedd , Nikey fungus, Screechie Dan, Mikey Jarett and Mr Easy. The members of this association have become more or less successful over the years, and use this collective therefore more or less intensive. Shaggy, Red Fox or Screechie Dan have never officially parted, but performances within the collective are more than scarce. At the moment, mainly Mr. Easy operates under the name "Ruff entry crew".

In addition to the "Ruff entry crew" and countless other combinations mainly two, due to partly high-profile members, are worth mentioning: " The Alliance" and " Gully squad".Members of "The Alliance", founded by Bounty Killer in 2003, are Daddi Barnz ( sponsor) , Aidonia , Anarchy , Angel Doolas , Assailant , Badd Cash , Boom Steppa , Bridgez , Elephant Man , Flawless , Future Fambo , Fuze , Gabrille , Galdiez , Ishawna , Iyara , Jeru The Damaja , Jinyus , Kiprich , K - Queens, Lando , Mario " Sniper" Wyzard , Marlon Binns , Muskilla , Nitty Kutchie , Nymron , Predator , Prince Pin , Ryval , Sakidie and Wayne Marshall.

Members of " Gully squad" which is also called " Gully Side" are in addition to the founder Mavado still Biggy , Bones , Chase Cross, Dj Frass , Flexxx , Kibaki , Knockas , Krymist , Natural , Ras Burro , Safhya , Savage, Slimmaz and Stacious.