Kate S. directs the first music video by TikTok sensation ERIC. - the rapper known for being impossibly polite - with a mission to toughen him up.In fact, she gives him a rage fantasy and it's very entertaining, as ERIC. - a upstanding young American who finds himself in English suburbia - realises that, in this environment, he is just Too Polite. With the help of his wise and rather formidable Mum, it's time to address this problem. And the video really works. ERIC. is an intriguing character who gets good support from the supporting cast, while Kate S. creates a comic storyline that works right up to it's satisfyingly absurd conclusion. "For Too Polite, his first official single, we decided to make a video about everything he's never said, the shoulder-bumps he never hit back on, the confidence he never claimed, the person he could be if overt politeness didn't feel like his only option," she explains."The concept is simple: a neighborhood bully shoulder-bumps him. He trains with his mom to reclaim his power and a new sense of self. It's grounded in something real. Somehow I get shoulder-bumped quite often in real life, and I've always wondered what it would feel like to 'Bump' back. We pulled that friction and turned it into ERIC.'s."The beige color palette on screen is to mirror politeness itself, but we wanted to warp it ro be queasy, dreamlike, slightly suffocating. You're watching from inside his head. His mom becomes this absurd, loving figure training him in a logic that only exists in fantasy."We wanted to create heightened reality rather than straightforward narrative. It gets stranger the longer you watch, funnier and sadder at once. Something with enough detail that it reveals itself differently with each viewing."

Partiboi69 becomes humanity's last hope for survival in PETR's highly entertaining video for the Australian electronic music producer and DJ and self-styled 'prophet of pleasure'. Taking the trademark high-octane, off the wall style of previous outings (like Double Drop) into new dystopian yet cinematic territory, the video for Redline is set in a near future where human reproduction has become a point of crisis. Partiboi69 is identified as the last fertile man on Earth - and that's the trigger for him to be subjected to a series of increasingly surreal indignities whilset incarcerated in a prison-like lab.To the pulsating beat of the banging techno of Redline, Partiboi69’s DNA is commodified; guards become increasingly obsessed; a wax figure in his likeness meets a crazed flamethrower; a group of anonymous children raise questions about their origin. He enters a datamoshing dreamscape, and meets a horse. But can he ever escape from his nightmarish ordeal?Filmed in Prague at a location with a layered history - a chateau once occupied by a senior Nazi figure during the Second World War which later became a communist metal factory - the real-world environment associated with cycles of control and industrial use forms the backdrop to this unhinged story (written by Partiboi69) centred on extraction and bodily autonomy. PETR's video - produced through Stink Films - is also a triumph of resourceful invention, with the world-building of the production realised through hands-on solutions. That included the wax head made by the director’s mother, or the extraction machine - strapped to Partiboi's genital area - handcrafted by local art directors out of recycled materials. “We did everything for real - the horse, the stunts, the torch," says PETR - whose credits include the UKMVA winning video for Son Lux's Flickers. "Partiboi69 and his daring energy pushed us all for the best and turned out to be the most fun I've had on set yet.”

James Mackel taps into the nostalgia for classic action movie filmmaking in his spectacular stunt-packed movie-set video for Harry Styles.In the American Girls video, Harry is the movie on the set of his latest action hit, letting his stunt doubles do the really dangerous stuff. As we expect from Harry, and it's cool and charmingly off-kilter. And it has some big stunt-tastic moments - hopefully all genuine.

It's Eurovision time! And Johnny Goddard of Youth Hymns brings appropriately zany energy to the visual for the British entry which has finally embraced the unhinged spirit of the long-running Song Competition.The video for Eins, Zwei, Drei brings the distinctive DIY electronic energy of electronic musician and inventor Sam Battle - aka LOOK MUM NO COMPUTER - into a bold visual world that channels the spectacle, chaos and theatricality of Eurovision.Combining inventive practical production with playful visual storytelling, the video celebrates the artist’s signature blend of analogue synthesizers, experimental engineering and unapologetically maximalist performance, as he breaks free of office monotony and sets his sights on a trip across the channel to the big Eurovision show in Vienna in May.Johnny Goddard brings his distinctive visual approach to the project, leaning into colourful performance, exaggerated staging and inventive camerawork to mirror the artist’s unconventional musical world - LMNC is best known online and in music communities for building and performing with handmade electronic instruments, including the viral Flamethrower Organ, the Gameboy Mega Machine, Furby Organ and enormous modular synthesiser installations. He is part of the Youth Hymns directing collective, who have over the years directed campaigns and music videos for the likes of JBL, Nike, Snoop Dogg, Pale Waves, Wolf Alice, Nowness, Heinz, Lego, Sainsburys and more.The collaboration with LMNC builds on their previous Euro-themed adventures together for Junk Rock TV, released in 2022, a travel and music documentary show, shot across European cities such as Barcelona, Berlin, Amsterdam and London built around a 48h challenge format where LMNC built musical instrument made out of junk found in each city.