Jagged Edge - Put A Little Umph In It

What this video is

Released in summer 2007 as the lead single from Jagged Edge's 'Baby Makin' Project,' this video marks a pivotal label transition for the Atlanta-based harmony group from Columbia Records to Island Def Jam. Premiering on BET's 106 & Park, it represents the continued cultural authority of that platform as a tastemaking gateway for mid-2000s urban R&B. The Sopranos-inflected narrative framing of the video reflects a…

Why it matters

Documents the mid-2000s Southern R&B harmony group tradition adapting to cinematic narrative video formats under Island Def Jam's creative direction. The video bridges the classic Jagged Edge slow-jam formula with more dramatic, plot-driven visual storytelling, representing a stylistic evolution…

The director

Born Reinert K. Olsen (July 10, 1978), Ray Kay is a Norwegian music video director and photographer based in Los Angeles. He has directed videos for Britney Spears, Lady Gaga, Justin Bieber, Beyoncé, Destiny's Child, Cheryl Cole, Willow Smith, and many…