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State of Play: Elena Argiros, Academy Films

State of Play: Elena Argiros, Academy Films

Rob Ulitski - 16th Feb 2023

In the latest of our new series asking British music video-makers about their experiences last year and thoughts on the coming year, we talk to Elena Argiros - Head of Music at Academy Films.

Elena reflects upon 2022, the year when she crossed over from label side with Sony Music to production with Academy - and her hopes for 2023, including more concepts, comedy - and a yearning to see more video briefs for classic songs.   

2022

How would you describe last year in a few words? 

Lots of change, lots of fun! 

What was your favourite project or projects you worked on last year? 

I’ve loved working with Ethan & Tom. Their live film ‘Bad Day At The Office’ for Jeshi was a really special project to be a part of. We had a screening for it’s release in the Everyman Cinema - a real rare treat for a video.

Above: Jeshi's Bad Day At The Office, directed by Ethan & Tom

Any other project you enjoyed that deserved more attention, or went under the radar? 

It's a person rather than a project: one of our new directors at Academy, Candice Lo. Her short film called The Tinted Bloom (below) is a beautiful, brave piece of work. I highly recommend watching it.

What were the best aspects of the job last year? 

The people! At Sony the creative team are like family, so working with them was unbelievably fun. And now over at Academy the team here have been a dream, especially the MV producer Cara Mills.

 I miss the concept-driven dance videos of the past.

What were the most challenging aspects of the job last year? 

I’d have to say budgets unfortunately. I’m sure we’re not alone in that! It’s the classic main music video issue. Ever-changing shoot dates can be tough too!

Best or favourite video or videos last year or so that you weren’t involved with? 

I love Ebenezer Blanche’s work. His video for Little Simz's Point & Kill is amazing. Valentin Petit’s for Rosalia's Saoko was brilliant too. And Fa & Fon are really talented – I especially like their videos with Mø.

Above: The Tinted Bloom, directed by Candice Lo

What were the trends (creative or otherwise) that you thought were most striking last year? 

It certainly feels as though we’re seeing a lot of performance videos and less narrative/concept driven ideas. I do enjoy a well-made performance vid but it’d be great to see more variety. I miss the concept-driven dance videos of the past!

What was other cultural highlight (or highlights) of the year? 

I got really into Taylor Swift this year, when Midnights came out, which was a little unexpected. What a good album.  

Any other personal experience that defines 2022 for you? 

Moving from Sony over to Academy!

I’m hoping for a more creative year than 2022 and a hunger for comedy again!

2023

What are you looking forward to in 2023 – both for work and for other parts of your life? 

I plan to do a boat tour in the Everglades to see an alligator. Not for work though!

Have you set work objectives for this year and if so, what are they?

To keep making videos for strong tracks! I’m very keen to not only work with the music video directors, but maybe get some of the established filmmakers over here like Seb Edwards to dip their toes into promo world again.

Who are the up-and-coming talents that you think will break through this year – or at least deserve to be successful?  

Ethan & Tom. We’re very proud of their recent MVA win with WuLu's Ten. Candice Lo, our recent signing is really talented. And photographer-turned-director Katie Burdon’s short film Blue Tits is doing brilliantly. So more videos with all of them this year would be great.

Above: Trailer for 'Blue Tits', directed Katie Burdon

What is your prediction for the direction of the industry in 2023? And what will be the big trends for the year ahead?

It already feels like a busy start which is brilliant. I’m hoping for a more creative year than 2022 and a little more hunger for comedy again!

Any other comments about the current environment for music video production and music video creativity? What are the issues that we should be most concerned with? 

I’d love to see more creative risk-taking! We’ve had quite a safe couple of years in the industry – lots of traditional performance videos. I’m always keen to see a bit more humour, pushing the boundaries a bit. I loved AntsLive’s recent Number One Candidate video.

I’m a little concerned that there’s a move towards quantity over quality with artists content, including official videos. But this is the current climate. So rather than fight against that, we need to keep pushing for quality and interesting ideas where possible! Great creative massively helps artists' campaigns. So I hope that is considered more; quality, not quantity!

I’ve always felt that open-brief dance tracks can be brilliant opportunities.

If you could ‘make a wish’, and reform or change the environment in which you work in one way, what would you wish for? 

I reeeeaally want to make some new videos for old catalogue tracks. I’ve seen that happen a little bit - Academy director Savanah Leaf made a great video for What’s Going On by Marvin Gaye (below) - and I’d LOVE for it to take off even more.  

Another wish would be a little more budget and lead time given to projects. We’re in quite a reactive period where if a track’s doing well - Tiktok can often drive this - suddenly the label need a video for it fast. Which is understandable. It would be great to have longer lead times on the development artists projects. But some labels are great at that already to be fair! 

Above: Marvin Gaye's What's Going On, directed by Savanah Leaf

Where are the opportunities in the current environment? 

I’ve always felt that open-brief dance tracks can be brilliant opportunities! The 90’s was an incredible time for that. The good thing about the current industry is there’s a lot being made. Budgets are generally smaller but there are opportunities there for directors to make work if they’re hungry.

Have you made any personal New Year resolutions? And if so, how’s it going?

I have made some yes and I’m pleased to stay I’ve actually stuck to them…so far.

• Elena Argiros is Head of Music at Academy Films. The music video roster is represented by Mouthpiece

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Rob Ulitski - 16th Feb 2023

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