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

Recently I was looking at older music videos produced by the Spanish creative powerhouse CANADA and stumbled upon Hinds – Warts. It weaves a narrative with surreal, magical, and playful threads that captured my imagination.

Hinds – Warts

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

Radiohead - Paranoid Android really blew me away when I saw it at 13 years old. 

It’s not hyperbole to say that music video completely shifted my perspective on what a music video can be by solidifying the idea that you can do so much more than just have a band performing for the camera.

Paranoid Android

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

Oh wow, how do you pick just one!? In this moment I would say it’s The Weeknd – In The Night. It’s a great example of how to use uncompromising visuals, and unconventional post-production techniques to tell a compelling story.

The Weeknd – In The Night

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

BRTHR has always been a massive source of inspiration. They have a unique visual vocabulary, unlike anything I’ve ever seen. Ruff Mercy is another director that I adore, specifically his work that blends animation and live-action. Aside from music video directors, Alejandro Jodorowsky’s work holds a special place in my heart.

What are you listening to at the moment?

Black Country, New Road’s album Ants From Up There is nothing short of a triumph. Ari Rivera and The Japanese House have been in heavy rotation lately.

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

The bit of tech I can’t live without is a 6-inch prism attached to an articulating arm. It can be positioned in front of the lens for incredible in-camera effects.   

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

I would most like to work with Jamie XX, because… well honestly because I am a huge fan haha. 

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

Budgets for music videos seem to be getting smaller and smaller as the focus of marketing continues to shift to social media. In one sense it’s a shame the demand for traditional music videos is not what it once was, but on the other hand, I think there is an opportunity to create new forms of music videos that are appropriate for the social media landscape.

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

In five years, I think we’ll really see the music video industry open up. With tools like Runway ML and updates to Premiere and After Effects making complex tasks way easier, more filmmakers will be able to execute their unique vision, with a greater degree of ease and access. This is going to give rise to a ton of fresh voices and perspectives, leading to a richer cultural conversation. 

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

I play Dungeons and Dragons. ¯\_(ツ)_/¯

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