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

Hands down, Romain Gavras’ latest video for GENER8ION - Storm.

Gener8ion – Storm I & II starring Yung Lean

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What’s the first music video you remember being impressed by?

Daniel Wolfe's video for Paulo Nutini - Iron Sky.

Paolo Nutini – Iron Sky

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And what’s your all-time favourite music video?

It is impossible for me to define the best music video, but I have a soft spot for The Blaze - Territory. 

Some of my other favourites include...

Romain Gavras' work for Jamie XX - Gosh and Justice - Stress. 

CANADA's Tame Impala -The Less I Know the Better or Justice - New Lands. 

Jonas Lindstroem & The Little Homies one for Kendrick Lamar - ELEMENT. 

Is Tropical - The Greeks by Megaforce. 

Gesaffelstein - Pursuit by Fleur et Manu.

The Blaze – Territory

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

I always love looking back at the early work of famous directors. 

Films like Dogtooth directed by Yorgos Lanthimos or Heaven Knows What by the Safdie Brothers show me what a great story can look like without a big budget.

What are you listening to at the moment?

Old Peruvian songs. Since my last trip to Lima, I’ve had a playlist that accompanies all my morning cooking, Luis Abanto Morales, for example. It’s also reminding me that I need to go back soon to perfect my Spanish.

Apashe – Gasoline

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

I don’t know how bad Bluetooth earphones are for you, but suppressing all the sound on airplanes with mine, that feeling of suddenly hearing nothing and then putting on a calm song, especially during heavy turbulence, makes me look at the people around me and smile.

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

I think the most interesting are established artists who have the means for big productions but still take risks. 

The kind of artists who make you stop what you’re doing to watch their new music video. There are still a lot: FKA twigs, Doechii, Kendrick Lamar, Rosalía, Tyler, the Creator, Lady Gaga, Clipse, Joji, Labrinth.

Apashe – Kyiv

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

Short-form content wasn’t really a thing 10 years ago. I feel bad for the new generation that needs to create short-form content but is still inspired by feature films. There’s a disconnect today between the craft you practice and what inspires you.

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

I think there will be less and less money put into it. It’s like cinema: a lot of indie, reactive projects, and then some big-budget events for the artists who still have the means to create something impressive.

I also seex, with new ways of watching through devices like smart glasses, VR, or new forms of projection.

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

Most people who know me know that I played violin for 15 years, basically my whole youth. 

A more random and deeper dive into my lore is that I actually won two gold medals at the Canadian Taekwondo Championships in my teenage years.

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