Busta Rhymes - World Go Round ft. Estelle

What this video is

Released in 2009, 'World Go Round' sits at the intersection of East Coast hip-hop and British soul, pairing Busta Rhymes — a veteran of the 1990s hip-hop avant-garde — with Estelle, who had broken through internationally with 'American Boy' (2008). The song was produced by Jelly Roll and employs a synth riff recalling the Eurythmics' 'Sweet Dreams (Are Made of This)', bridging new-wave nostalgia with late-2000s…

Why it matters

Represents a key moment in transatlantic hip-hop/soul crossover, capitalizing on the commercial momentum of the UK-US urban music bridge. The video reinforces Busta Rhymes' ability to adapt his high-energy performance persona to pop-accessible formats while integrating British soul vocals, a…

The director

Jason Goldwatch (born September 1, 1976, San Francisco, CA) is an American music video and commercial director, co-founder and Executive Creative Director of Decon/Mass Appeal, a creative agency and record label based in New York. Trained at the California…