International production company The Sweet Shop has launched a music video department in their London office, with Chloe Page of Lock It In representing the company's music video directors' roster, including Joel Kefali and Campbell Hooper of Special Problems, Alexander Brown, Noah Conopask, Dylan Pharazyn and The Rumpus Room.  

The new music department in London has opened its doors following the huge success of Joel Kefali's video for Lorde's Royals (above) which has attracted 100 million hits on YouTube, and was recently named video of the year at the New Zealand Music Awards. And it has started brightly, with videos for young singer-songwriter Lewis Watson, and experimental duo Solomon Grey.

Alexander Brown directed the video for Lewis Watson's As If, his second video for the Warner-signed artist; while Noah Conopask directed and shot Solomon Grey’s striking video for their second single Firechild – featuring Andre Royo (best known as “Bubbles" in The Wire) and shot in LA out of The Sweet Shop's West Coast office – for Black Butter Records. 

With offices in London, Los Angeles, Bangkok, Auckland, Sydney, and Melbourne, The Sweet Shop has expanded from its roots in commercial production, moving into digital and feature films, and winning awards for its work in advertising, TV, film, and integrated media, and now into music video.

With the signing of Joel Kefali and Campbell Hooper of Auckland-based design/direction collective Special Problems earlier this year, TSS gained a directing team with an international reputation for their work in music videos, for the likes of The Naked And Famous, Tame Impala and Flying Lotus. Now working as independent directors both Kefali and Hooper have directed videos for The Naked And Famous this year and Joel Kefali has directed two videos for teenage New Zealand pop star Lorde, including for global hit Royals.

London-based Alexander Brown has a wealth of experience directing music videos for the likes of James Blake, The Maccabees, Gabrielle Aplin, Liam Bailey, Jamie Cullum, and Waylayers. New Zealand director and motion graphics artist Dylan Pharazyn has directed videos for Kiwi rock band Dimmer; and the company also boasts The Rumpus Room, the digital team behind Lily Allen’s groundbreaking 'Lips' video for XBOX, and the D&AD awarded video for The Pet Shop Boys' Integral, among their numerous engaging interactive digital projects. 

Chloe Page is representing The Sweet Shop’s roster for music video, she said: “It’s really exciting to bring such an incredible roster of talent to the industry. It wasn’t long ago people were predicting the demise of the music video. They couldn’t have been more wrong, and we can’t wait to see the direction the medium takes and the films and projects the roster creates.”

Spencer Dodd, The Sweet Shop’s European MD said: “As well as representing some of the best commercial directors out there, The Sweet Shop has a history of discovering and developing young talent. This new department will help the company continue to do just that. Music videos are an incredibly creative form, and that freedom is something the company is perfectly placed to make the most of."

For any music-related enquiries about The Sweet Shop directors, contact chloe@lockitin.co.uk