Ta-da!
The initial idea came from a self-made video I saw by Francis and the Lights, where Francis had just self-made his video by throwing on the flashlight on his phone and recording his silhouette as he sang the song.
I showed that little thing to Adée, she dug it and we started trying to add to it on her final night in Cardiff before having to leave to head back to Sweden the following morning.
Read MoreOne-shot. Black and White. Slow-motion. That’s the whole thing.
Adée had a rough concept of what she wanted the video to be about; she wanted to talk about her sexuality and how people have just assumed the gaps in her personality that they don’t know about her.
People aren’t just black and white.
Read More“Hey, I have this idea for something I wanna try out at Brighton,”
“Okay, cool!”
That’s pretty much how this video came about.
I’d been thinking about the idea of an EPK (Electronic Press Kit) video being something more experimental than just a self-indulgent trailer. I feel like it should be individual to the artist. Really encapsulate them visually, mentally, and audibly.
Read MoreNot long after I’d met Adée in Sweden last September, we’d started talking about potentially collaborating when she was working in the UK in November. I’d pitched her a rough idea I had for a music video inspired by the methods and mindset of BROCKHAMPTON.
It was something that had been rattling around my head for all of summer, that idea of how fast we consume new content and how quickly it becomes irrelevant - post something on Instagram right now, it’ll be so far down everyone’s feeds in a couple of hours, a lot of your followers/friends/family won’t see it.
Read MoreI met Adée whilst in Sweden on tour with Elle Exxe last year. We clicked straight away, talking about her and my influences from the Hip Hop world. I talked to her about how her delivery reminded me of Vic Mensa and the content was very Noname-esque. It was refreshing to come across someone who got what I was talking about in ideas, and was very gracious about the fact I was slightly deafened by the venue’s sound system and the fact I’d had something like four hours of sleep the night before.
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