LIMP BIZKIT Singer FRED DURST To Pursue Commercial Directing

October 10, 2004

MVWire.com is reporting that LIMP BIZKIT frontman Fred Durst has signed with The Joneses for exclusive representation as a commercial director. Although the agreement marks Durst's first foray into commercials, he is well established as a music video director, having directed more than 20 videos for his own band and other top rock groups. Durst's most recent credit is the video for LIMP BIZKIT's "Behind Blue Eyes", from the soundtrack to "Gothika", with Durst starring opposite Halle Berry. That video was produced by The Joneses.

Mel Gragido, executive producer of The Joneses, said that Durst brings a fresh perspective to the commercial market. "Fred is an amazing talent, whose potential was immediately apparent to me when we worked on his video," Gragido said. "I liked the way he handled the set. I liked his creative ideas. He knew what he wanted and he knew how to articulate it. The look and feel of 'Behind Blue Eyes' is all Fred Durst."

Gragido added that he believes Durst is well suited to commercials targeting the same young, male audience that makes up LIMP BIZKIT's considerable fan base. "Fred could do a great job with certain soft drinks and athletic products," he observed.

Although he may be the first bona fide rock star to seriously pursue commercial directing, Durst said that it fits neatly within his long-term career goals. "I am committed to directing and I am intrigued with the commercial format," he said. "I had a great experience in working with The Joneses on my video and have a lot of confidence in Mel's ability to help me become established in that market." Read more.

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