After whetting his cinematic appetite assisting on the films Chuck & Buck and The Good Girl, Ruben Fleischer set to work on a number of ambitious, but low-budget, music-video projects financed by his credit cards. Working with Bay Area- underground musicians like Gold Chains and DJ Format, Fleischer quickly established a reputation and got signed to a production company. There he began to direct commercials while growing the list of influential and tastemaking artists he worked with to include Mercury Music Prize-winner Dizzy Rascal and MIA.

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