Jordan Knight - Give It To You

What this video is

Released February 1999, 'Give It To You' arrived at the apex of the second boy band wave, with *NSYNC and Backstreet Boys dominating pop culture. Jordan Knight, as founding member of New Kids on the Block, leveraged nostalgia while repositioning himself within a hipper R&B-dance framework produced by Jimmy Jam, Terry Lewis, and a then-unknown Robin Thicke. The video's Grease homage cannily bridged Knight's teen-pop…

Why it matters

Represents a key artifact of the late-90s 'boy band alumni solo crossover' micro-genre, where former ensemble teen-pop acts attempted R&B credibility through choreography-heavy videos and prestige production teams. The Jam & Lewis / Robin Thicke songwriting credit makes this an early document of…

The director

Seattle-born director who completed film school before building a catalog of over 130 award-winning music videos. His awards include an MTV VMA for Destiny's Child 'Survivor,' two Billboard Music Video Awards, an NAACP Award, and an MVPA 'Video of the Year'…