Santa Manu - HIT

What this video is

Released in October 2019, 'HIT' arrives at the intersection of a growing Italian urban music scene and a generation of art-school-trained directors (NABA, CSC) beginning to reshape the domestic music video landscape. The concept — an artist trapped inside an infomercial forced to deliver a hit on demand — resonates with broader late-2010s anxieties around algorithmic pressure, virality, and the commodification of…

Why it matters

Represents a critical moment in Italian indie-pop/R&B's maturation, where video direction began to match lyrical sophistication with cinematic ambition. Bozzelli's CSC-trained approach applied short-film narrative rigor to a pop format, anticipating his later internationally recognised work and…

The director

Italian film and music video director born 1994 in Silvi. Graduated in Media Design and Multimedia Arts at NABA Milan in 2017, then in Film Directing at the Centro Sperimentale di Cinematografia (CSC) in Rome in 2020. His short film J'ador (2020) won the…