"Play" also found its major strengths on the support of its impressive string of eight hit singles, an unprecedented feat for an electronica album. Seven of those singles were UK top 40 hits—"Honey", the first single, was already in the market in August 1998, nearly ten months before the release of the actual album. The final single choice was "Find My Baby", which appeared on some national charts three and a half years after. Twelve music videos were commissioned for a total of eight different singles, produced by a large number of directors, which included Jonas Åkerlund ("Porcelain"), Roman Coppola ("Honey"), Joseph Kahn ("South Side"), and David LaChapelle ("Natural Blues"). The apparent result of the marketing strategy was that the album, after an unremarkable debut, stayed on the charts for several years and broke sales projections for Moby and for the dance music scene, which was not seen to be a dominant commercial genre in the US in the 1990s (as compared with in Europe, where Moby had initially found fame).