Playlist: Salomon Ligthelm

What’s the best promo you’ve seen recently and why?

That's hard - I love Sonder's Too Fast; it’s simple and effortless. I really like things that feel honest and raw, yet elevated and somewhat surreal. It’s got that.

 
What’s the first promo you remember being impressed by?

I think it must have been Sia's Elastic Heart. It’s a while back now, but I remember being in tears the first time I watched that. Let’s stop for a moment though and talk about Shia Labeouf; that guy is just all heart but it gets him into trouble. I love that. 

And what’s your all-time favourite music video?
That's a really hard one, but I remember James Blake's Retrograde [below] leaving a very strong impression on me. I was also quite affected by The Blaze's Territory, Kanye/Jay Z's No Church In the Wild or Paolo Nutini's Iron Sky;  they are all quite iconic to me. 

What other directors/artists do you look to for inspirational?

I'm really into the photography of Carl De Keyzer and Fred Herzog [below] right now. They seem to embrace a really naturalistic yet stylized approached to their work. They aren't afraid to shoot the ugly and make it beautiful. There’s no pretence in their work; it’s iconic and timeless. 

What are you listening to at the moment?

- Toulouse (NYC soul artist)

- Bearcubs

- Holy Two

- Young Fathers

- Lewis Del Mar

- Perfume Genius

- The Blaze

- Ayia

- Couros

- Sampha

- The White Birch

- Loyle Carner

What’s your favourite bit of tech, whether for professional or personal use?

Well not sure I can call it 'tech', but I just bought an Arri 416, 16mm camera; it’s the best thing I've invested in so far. 

What artist(s) would you most like to work with and why?

Honestly? Kanye. His emotions are on the surface all the time, speaking his mind, trying to do right, completely conflicted. Sometimes it works for him, often against him, but I get it.

It’s the same reason I love Shia; there's a kindred understanding.

I think Kendrick Lamar would be amazing to work with, he's humble and honest, almost on the other end of the spectrum to Kanye in terms of approach, and I love that too.

Having said all that, I feel blessed to have worked with Young Fathers. They just create the stuff I love, perfectly so, too. I did Mr Martyr with them a couple of years back and just released Toy [below] and I want to keep working with them.

How do you feel the promo industry has changed since you started in it?

I don't know, I haven't been at it that long. I think the tough thing is that directors work really hard at making something that they believe in with really tiny budgets. Of course, we have to manage production realities with artist, label and management expectations, not to mention our own, but when you put everything into the project; personally investing time, additional money and friendships in order to make something the most incredible it can be, sometimes it can be a draining process.

"I wish the music video industry had a bit more give-back and respect, as we all put so much in and want so much."

You do all of this in the hope that everyone likes what you’ve made and it’s perhaps too easy for an artist, label or management to say, 'We don't like this, we're going to bin it'. If this happens, it’s completely disheartening and depressing, as that time, money and friendships are nullified without any kind of thanks.  So, I wish the music video industry had a bit more give-back and respect, as we all put so much in and want so much. I don't know if it’s always been like this, but because there are now so many hungry directors wanting to make good work, they are also so expendable and could be traded for another in a heartbeat, without consideration of the emotional toll it takes on everyone. It’s just too heart-breaking.

That being said, when a band does respect you and your vision, like with the process with Young Fathers, the whole experience is UNBELIEVABLY REWARDING. I saw them live the day that the Toy video launched; they were the kindest souls and extended so much love for the work done. It goes a long way!

Where do you see the music video industry being in five years’ time?

I hope there are more relationships built between artists and directors. I think it will create a better environment for good ideas to come to the top. It also just shows respect and trust.

 
Tell us one thing about yourself that most people won’t know

I've had a track on Billboard Hot 100. Ha-ha! But don't look it up, it was from a former life.