In our latest Snapshot Q&A, Anonymous Content's recent signings The Reids reflect on a big year in their career, working with Mura Masa and James Blake, the times when things get "a bit gross"... and Fred Dibnah. 

It’s been an exciting year or so for Will and Ed Reid as the brother-directing team have completed multiple projects for two artists at the forefront of dance and electronic music - Mura Masa and James Blake.

Their acclaimed series of promos for Mura Masa have celebrated youth culture and reconnected with the joy of the dancefloor, generated a zeitgeisty buzz and resulting in an UKMVA win last year for their Whenever I Want clip. They also directed a documentary about James Blake’s last album and screened it at Tate Modern, and then a riotously funny video for Blake’s recent single Thrown Around.

The brothers made their directing partnership official in 2021, building their showreel with feature-length documentaries about UK clothing brand Cole Buxton and a handful of interesting music videos, especially for the band Legss. Their recent work brought them to the attention of Anonymous Content and they signed to the London and Amsterdam offices of the international production company in June.

So we thought it was a good time for a snappy exchange with The Reids (Will, right, and Ed, pictured above on the set of the latest Mura Masa video for Fly) - via our brand new Snapshot Q&A...   

Name: The Reids (brothers Will & Ed)

Birthday: Both of us were born sometime between 1990 and 2000. 

Where did you grow up? South East London. 

Place of further education and course (if any)? Will - Film at AUB (dropped out), Ed - Photography at LCC (didn't drop out) 

Where do you live now? South East London. Born, raised… and stayed.

What were the important first projects for you, in terms of a learning experience and getting noticed? The videos we made with our friends in the band LEGSS - including Hollywood (2021).

Best film you’ve seen this year? Undeniably, Dune Part II at the BFI IMAX.

Favourite song/album/music artist this year? The new Mura Masa album, Curve 1.

Working with Mura Masa allowed us to define a clear creative voice.

Favourite music video/videos you’ve seen this year? Aidan Zamiri’s work on the Charli XCX record; the entire Bad Cameo album campaign by Crowns & Owls for James Blake and Lil Yachty; Finnbar Porteous’ video for Day Out by Spresso - Mica Levi's side project.

Name a film or video or other creative work that had a huge influence on your career choice? The TV series FRED by Don Haworth ("a fucking masterpiece. If you’ve never watched, could not recommend it more"); Good Time by The Safdie Brothers; The Grapes of Wrath by John Ford.

In terms of music video-related jobs of the past year or so - what was the most rewarding creatively, and why? 

It’s got to be the Mura collaborations. Working with an artist (and friend) so closely on a series of videos [Whenever I Want, Rise, FLY] has allowed us to define quite a clear creative dogma and voice in the work that we’re really proud of. A simple idea executed well. 

What are your favourite other (non-mv) projects of the past year or so? 

The film we made with James Blake about his last album for Bowers & Wilkins that screened at The Tate is one of our favourite storytelling pieces to date. Thank you again to Crowns & Owls for commissioning the film and curating it into the gallery show with Thibaut Grevet. 

The industry needs fixed minimum budget requirements for different tiers of projects.

What’s the most surprising thing that’s happened this year? Signing to a production company! 

Most annoying/irksome thing that’s been going on this year (work-related or otherwise)? The money continuing to disappear from budgets. 

Your top suggestion to change and improve how the music video industry works? 

Fixed minimum budget requirements for different tiers of projects. For instance, we got a brief through recently for a series of 4 live videos + cutdowns for an artist to be shot in a day with a budget of £10k. This is unrealistic for everyone to have a good time and get paid well enough to survive and make something they’re proud of creatively. It’s a bit gross. 

What are you looking forward to most for the summer and/or the rest of the year? Travelling for a while at the end of the year when we’ve earned it. 

• The Reids are signed to Anonymous Content, watch their showreel here.