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

Giveon - Lost Me. With some videos there is no specific reason why you love it but I think with this one, and all of Salomon Ligthelm's work, you really feel something, and that’s why I think it’s such a special video. 

It works perfectly for an artist like Giveon as well and the grade is just stunning.

Giveon – Lost Me

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

Wow, this is a toughy!!! I think the first one that comes to mind is Kanye West - RunawayIt’s such a sick tune, and I remember being fascinated by the contrast between Kanye’s sonics and the ballet-inspired choreography. 

I wasn’t really into music videos, being more into the photography world, but that definitely shifted my interest!

Kanye West – Runaway

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

*Insert sweating emoji* hahaha, it’s a fairly long list, all for different reasons. 

I think for a music video that just works with the track perfectly and is artistically driven and beautiful aesthetically, it would have to be Kendrick Lamar - Humble directed by Dave Meyers.

Kendrick Lamar – Humble

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

With my first love being photography I do tend to dip back into the library of photography books I have, Rut Blees Luxemburg really inspires my colour work. In terms of directors I'm lucky to know some awesome directors and we talk openly about work, people like FILFURY, Nathan Tettey, Dumas Haddad

Outside of my circles I think the output of the likes of Nabil and Dave Meyers is crazy. However, I think at the minute anything Salomon Ligthelm puts out is unreal. I could watch his visuals on repeat all day just because of the emotive nature of his work.

What are you listening to at the moment?

I’m a sucker for overplaying albums. I've had the same albums on repeat for months and still go back to some of my favorites. 

Dave, Stormzy, Sam Fender, Kojey Radical, those are always on heavy rotation and I’ve been lucky enough to work with them all. 

Then sometimes I’m feeling slower and go for the likes of Berwyn, Debbie, Ry X, Bon Iver and James Vincent McMorrow. I’m a weird hybrid of a rap fan, but love the more folky chilled vibe too.

Kojey Radical – Gangsta

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

I recently left my iPad on a plane after a holiday and it’s honestly a nightmare. Didn’t realise how much I used it for, from drawing storyboards, to having it on set and using it to quickly refer to a shot deck for a shoot. So just for that, and me feeling sorry for myself, it would be my iPad. If anyone is in Poland and is up for helping me out, hit me up on instagram you’ll have a friend for life.

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

Wow there’s so many. If we are talking about the UK scene, I think it would have to be Stormzy again, but on a bigger level than I experienced the first time round. If we are talking globally, I’d really like to work with Post Malone, mainly just because I think it would be a lot of fun, he makes great music and I think we could make something interesting together.

Mabel – Overthinking

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

The idea that a music video can happen anytime, anywhere has revolutionised things. With the introduction of the DSLR cameras artists could get their hands on that and get their friends to shoot. I think now because of that everyone expects so much more from being on set, but I’d also say that artists know a lot more about filmmaking now…. which is a good thing, i think.

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

The music video industry is often spoken about as one big industry, but in reality the UK video market and the US video market are very different, as is every other area. Everyone will keep doing their thing, pushing it as we all try to do as much as we can, individually and collectively. 

I think the big scary beasts like Instagram and TikTok may affect things negatively and we just have to brace ourselves for a bumpy few years and hope that videos don't turn into 9:16 forever…..

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

My gramps is one of the oldest stock car drivers in the UK.

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