2nd AC

Arran Green

A young maid finds herself at a crossroads, in Maxim Kelly's mesmerising promo for Ethel.&nbsp;Waiting hand and foot on a slightly surreal family, we see the main character run errands and try to stay out of the way, as the father figure&nbsp;lip-syncs to the track, getting oppressively close to her wherever she tries to escape to.&nbsp;Ending with a climactic dance in the living room - performing to the awkwardly apathetic parents and daughter - the video is haunting and contemplative, echoing films from French and Korean arthouse cinema. A subtle manipulation of the textures of the image at certain points also heightens the surreality of the concept, which creates an unnerving atmosphere.[imgtoken data:1]“Initially I thought Ethel should be the main character and do the dance at the end, and I always had this image from this French film called My American Uncle, where it’s like a little girl standing up at a table," Kelly explains.&nbsp;"I originally had that image in my head for a rap video, but it didn’t really make sense to the song. I wanted this to feel more like surreal so then as I started finding more imagery. It kind of transpired that maybe the maid was the more interesting character.”

Syd Harmony

Ginny Kerr

Myana Van Cuijenborg

Dave Frost

Lewes Bridson

Marianthi Hatzikidi

Maxim Kelly

Sam Katz

Caviar

Riaz Ahmed

Ollie Ford

Eleri Evans

Sacchin Chande

Phillips Nortey

Milo Brown

Elena Diaz

Vid Price

Trim Editing

Tom Mangham

Black Kite Studios

Stephen Harakis

The Murder Capital 'Ethel' by Maxim Kelly

The Murder Capital - Ethel (Official Video)

Maxim Kelly creates an off-kilter tribute to '90s rave culture for Belief&nbsp; -&nbsp;the experimental dance music&nbsp;project of Stella Mozgawa&nbsp;and Boom Bip - featuring an impish dance elf who finds himself in an empty office. With a birthday cake.&nbsp;The video for Dreams, sees this intriguing&nbsp;character - played by Mark Crawley - break into expressive moves, as he confusedly comes to terms with his surroundings, and begins to sense&nbsp;the nearby presence of another figure: his somewhat hairier döppelgänger.&nbsp;[imgtoken data:1]In keeping with the era and the mood that he and DoP Arthur Loveday were trying to evoke, Kelly chose to shoot the video on MiniDV - the domestic format that was state-of-the-art back in the early 90s. But it is also composed and lit to make the format look as professional&nbsp;as possible, which gives the footage a&nbsp;distinctive&nbsp;high-end lo-fi quality.Kelly says that the video was inspired by watching rave footage from the 90s, and marvelling at "people looking their worst but feeling their best, and dancing the night away" - and also a certain kind of video from the era.&nbsp;"There’s a sub-genre of music video which became very popular for a time. It’s just one person dancing in a pertinent space. I wanted to make my version of that video. Almost like a parody."[imgtoken data:2]He adds that the&nbsp;decision to shoot on MiniDV was an aesthetic choice, and a homage to 90s rave footage. "Early on, Arthur Loveday and I decided to imagine that we were making a music video with the best technology we had available - and work to make it look as good as possible," he says."People today, when they shoot MiniDV, try to make it look bad, jerky and add glitches. But the technology is still great, and you can get some stunning results if you take the time and care to shoot it appropriately. And, it doesn’t hurt if you have Tom Mangham at Black Kite grading it too!”

United Kingdom

Sachin Chande

Victor Shikhatov

Arthur Loveday

Pearce Crowley

Georgia Olive

Esme Horn

Mark Crawley

Thomas Mangham

Hands London

Zoe Davis

Lex Records

Dance

Electronic

Belief 'Dreams' by Maxim Kelly

BELIEF - DREAMS (OFFICIAL VIDEO)

KC Locke directs an impressive doc-style video in multiple formats, including photography, for his latest collaboration with Meekz.&nbsp;The video for More Money is an aspirational, biographical look at the artist and the life he leads, captured in an energetic fashion.&nbsp;Cutting between bouncy&nbsp;vignettes and stark black and white photography, the video is fluid and dynamic, and moves at a breakneck pace.Covering plenty of ground in the three and a half minute runtime, we see Meekz at a performance, throwing money into the crowd, before buying kids gifts to give back to his community - as well as chilling in the back of a luxury vehicle with a huge bottle of bubbly.[imgtoken data:1]"We decided to show a real documentary-feel through the use of photography," says Locke.&nbsp;"Which helps give people more of an insight into who Meekz is, the areas he’s from and the people around him - from performing at a show to collecting money and giving back to young children, buying them motorbikes to play with."The song is an anthem to inspire people no matter the circumstances to go out and achieve. Whether you're motivated by money, achievement, love or family everyone can relate to the hustle and making a path for yourself."&nbsp;

KC Locke

Lewis Nicholson

Swords & Eagles

Marisa Garner

Ella Taylor Palfrey

Luke Goodrich

Sean Lomax

Danny Usman

Jenny O'Sullivan

Jamil Shaukat

Alex Gregory

No.8

Marisa Garner Associates

Mo Dukali

Grime

Meekz 'More Money' by KC Locke

Meekz-'More-Money'-by-Kc-Locke

Kalina Pulit directs an effervescent time-travelling mini-blockbuster starring singer Mae Muller and DJs Billen Ted for their dance-pop anthem When You're Out.&nbsp;With the Billen Ted duo breaking free from enforced isolation to clubbing freedom courtesy of their time-travelling DeLorean - complete with Back To The Future accessories - Pulit builds a playful, all-action narrative, employing 360 camerawork to enhance the storyline, and Mae Muller's charismatic performance.It's a big breakthrough into mainstream pop videos for the director, whos work for the likes of Harry Edwards and Schafter has tended towards the more experimental. But that proves to be an advantage here as she interprets this infectious summer hit through a distinctive lens.&nbsp;&nbsp;We spoke to Kalina Pulit about the experience of making the video.[imgtoken data:1]<blockquote>We got our hands on the most accurate&nbsp;Back To The Future&nbsp;Delorean Time Machine...</blockquote>Pn: How did you get involved in the project? KP: It was one of those projects that caught my eye for several reasons. It came through Emily Rudge, an amazing EP. We’ve been meaning to work together for a while. Billen Ted guys have laid out a compelling foundation to build on within the brief. Also, the track pays homage to a classic Don’t Think I’m Not&nbsp;by Kandi, so there’s an element of reworking something nostalgic, which I found interesting.How did you develop the time-travel idea for the video? I think it’s important to make work that resonates. I imagine a lot of us daydream occasionally about time travelling - either to the past or future- especially when going through such a period of reflection as the one brought via the pandemic. The aim was to address the transition from a home rave to a club one, and we took that quite literally. The base for it came from Billen Ted and I’ve just built on top of that and developed it further.I love working with music artists that have a vision for the visual aspect of their work and this was a great opportunity for capturing the playfulness of Billen Ted duo and Mae Muller’s empowering energy.[imgtoken data:2]<blockquote>We aimed to address the transition from a home rave to a club one - we took that&nbsp;literally.</blockquote>Your directing work in videos has generally been for more leftfield artists. How did you adapt to directing a video for a pop banger? There was something about pop music bringing joy to the masses that Sia spoke about during her podcast with Louis Theroux, which has stuck with me. I felt like bringing some positive vibes into our Covid-fractured reality.Also, I like to be versatile with my work and I’m particularly interested in things I haven’t explored yet. More consideration went towards the audience on this one. I wanted to create something that would&nbsp;be cinematic, and at the same time reflect some of the trends generated on platforms such as TikTok.Linear narrative is not usually my thing, I’m more into non-linear storytelling. Working with a more commercial song required a compromise on that front. I like to layer messages in my work rather than force a certain literal interpretation, so that the viewer can take what they want from it. In this case it might be Mae’s powerful performance, Billen Ted duo being fun, the energy of a much longed-for night out and the DeLorean looking cool.And if you want to read into it more, there’s inter-dimensional time travel, duality of worlds, escapism from mundane reality, disco ball and plethora of other circles within the frame and camera style, symbolising movement and things being forever in flux.[imgtoken data:3]<blockquote>360 camera technology...&nbsp;seemed like a perfect vehicle for transitioning between the two worlds.</blockquote>Where did you find a DeLorean with proper Back To The Future tech? Could that be the original car? We were extremely lucky to get our hands on the most accurate&nbsp;Back To The Future&nbsp;Delorean Time Machine - with some of the parts used from the vehicle in the movie. Kudos to the DMND CLR production team for making that happen.I have a thing for peculiar cars - but this one was like nothing I’ve seen so far. Literally out of this world experience. The design, the details, the condition of it, the sound it made. One of the highlights of the shoot for the crew and onlookers, and rightly so.What was the thinking behind shooting some of the footage on a 360 camera? I’m always on the lookout for something that will provide a framework for storytelling and an opportunity for visual experimentation, whether that’s working with analogue film, datamoshing, CCTV cameras, projection art or 360 cameras - depending on what fits the narrative best.I was drawn to 360 camera technology as it’s still fairly new and unexplored. I was curious to see what we can do with it. Plus it seemed like a perfect vehicle for transitioning between the two worlds – the ‘current’ and the ‘club’ reality.[imgtoken data:4]What were the big challenges on the shoot - and on the production as a whole? We’ve had a really great day on set -&nbsp;lovely crew, amazing atmosphere. We worked within a very tight schedule, due to the multi-camera set up, amongst other things. I think the biggest challenge was to facilitate the environment for the 360 cameras element – as everything gets in the shot when using these. It took some meticulous planning, balanced with plenty of improvisation.What has been your biggest takeaway from making the video? The biggest takeaway from making the video is perhaps easing more into the art of relinquishing control over the final outcome and adapting to work within certain limitations, whether that be technology, time, or resources available.There’s plenty of things that turn out to be much better than intended and some that don’t work at all on projects with that level of experimentation so training that flexibility muscle and staying on course is key.

Kalina Pulit

Dijian Eccles

Radical Media

Emily Rudge

Andre Wooz

Danny Rumbelow

Orlando Morris

Sam Kemp

Kristof Szentgyorgyvary

Ella Violetta

Vlad Barin

CHEAT

Denova Media

Katie Dolan

Black Butter

Dmnd Clr

Rupert Peddle

Jaime Jarvis

James Loach

Lisa Laudat

Zara Ali

Ola Christian at LEVILE

Jake Hunte

Oonah Anderson

André Reid

Billen Ted ft Mae Muller 'When You're Out' by Kalina Pulit

Billen Ted - When You're Out (Official Video) ft. Mae Muller

Zak Abel shares the love in B2's fun-filled promo for Be Kind.&nbsp;The breezy video takes place on a beautiful day in the middle of a luscious green field - not a world away from the iconic Window XP desktop background - and features a flurry of feel-good movement and performance.&nbsp;Different characters pop up in mini-vignettes, before forming a dynamic ensemble for the climax, whilst Abel sings through a vintage microphone dangling from offscreen.[imgtoken data:1]

Ben Pengilly

Natalie Anderson

Kashmir Wickham

Ayse Gonen

Max Ferguson-Hook

Sean Ewins

Gary Kent

Zak Abel 'Be Kind' by B2

Zak-Abel-'Be-Kind'-by-B2

Art director Anthony Neale steps into the director's chair to create an arresting visual for Italian rock duo Peaks! - featuring tattooed man Uno.Neale makes Uno the intriguing focus of the piece - with Rebecca Yeo as a contrasting presence&nbsp;- within&nbsp;an atmospheric abstract scenario, art directed&nbsp;by Neale himself and Fingal Green. An impressive directing debut.[imgtoken data:1]&nbsp;

Anthony Neale

Matthew Strange

Angus Blue

Base & Apex

Andrew Boucher

Paul Couturier

Ollie Riches

Fingal Green

Joseph Carnaby

Daniel Dayton

Riverman Management

Peaks!

Marcus Albertson

Teko

Paul O'Rourke

Armoury London

Peaks! 'Fired Up' by Anthony Neale

Peaks!-'Fired-Up'-by-Anthony-Neale

Potter Payper runs the game in this impressive promo for Topshottas Freestyle, directed by&nbsp;Darnell Depradine.Dripping in luxury styling and jewellery, the video opens with Payper standing tall above a makeshift factory of sorts, where dozens of workers are packaging&nbsp;CDs and various merchandise for distribution.&nbsp;Reaffirming his status as CEO and the only boss in&nbsp;his company, it's a huge flex that is backed up by a fresh, intricately executed concept, making use of a breathtaking location and slick camera moves&nbsp;- not to mention a confident and assured performance."I've always wanted to work with Potter so naturally there was pressure as I wanted to execute a groundbreaking visual and challenge myself as well as my team," says Darnell Depradine."The complexity of the idea brought a lot of challenges but with a great team, we were able to pull it off. Big thank you to Marisa Garner and my team Creativs-Label who really helped me create this moment."[imgtoken data:1]

Darnell Depradine

Jordi Estapé

Creativs Label

Tony Longe

Matt Craig

Sam Roffey

Stefan Yap

Chris Steel

Elisa Spigariol

Mark Stewart

Lottie Toon

Sunna  ( Artist)

Joseph Taylor

Jonny Tully

Nicola Sheppard

0207 Def Jam

Nadya Persaud

Jamie Tarr

Hip Hop

Potter Payper 'Topshottas Freestyle' by Darnell Depradine

Potter-Payper-'Top-Shots'-by-Darnell-Depradine

Baby Queen is stuck in a drug-fuelled haze in Homevideo's new promo for These Drugs.&nbsp;Through a handful of surreal vignettes, we see the artist enclosed in an interchangeable bathroom set, isolated and alone.&nbsp;The vibrant colours and&nbsp;elevated art direction provide a clever dichotomy to the lyrics, whilst Baby Queen's understated performance perfectly reflects the solemn, cyclical themes of the track.&nbsp;Packed full of abstract lighting&nbsp;and off-kilter camera movement, DoP&nbsp;Arran Green cleverly gives each vignette its own style and aesthetic, whilst keeping the core structure the same,&nbsp;helping encompass the idea of cycles and repetition.&nbsp;

Homevideo

EM Films

Freddie Wright

Austin Phillips

Lea Aubigne

Nicola Bell

Amy Stephenson

David Wadlow

Francesca Brazzo

Vanessa Reynolds

Edit Egg

John Lowe

Polydor

Baby Queen 'These Drugs' by Homevideo

Baby-Queen-'These-Drugs'-by-Homevideo

Melody Maker&nbsp;embraces a slick, cyberpunk aesthetic in her gripping promo&nbsp;for Mahalia's Jealous, featuring Rico Nasty.&nbsp;Invading a former lover's mansion, decked head to toe in futuristic styling, Mahalia isn't here to play games. Stalking the overtly neon blue environment, she glitches in and out of reality, joined by US-based rapper Rico Nasty, who terrorises the guy through different TV screens spotted around the house.&nbsp;A true feat, this is Mahalia as you've never seen her before, and no doubt one of her very best videos. DoP&nbsp;Olan Collardy embraces the future-tech concept, and switches up the angles and camera movement at every possible moment, mirroring the frenetic, dreamlike vibe.&nbsp;[imgtoken data:1]&nbsp;

Melody Maker

Ghandi El-Chamaa

Common People Films

Ramy Dance

Chris Malin

Olan Collardy

Marcus Albertsen

Jomar O'Meally

Kieran Brown

Louis Simonon

Shaquille Williams

Rio Sreedharan

Maha Alselami

Meg Thorne

The Quarry

The Mill

Alice Mccall

Shivam

Kim Jarrett

Atlantic Records

Matt Alsop

Mahalia ft Rico Nasty 'Jealous' by Melody Maker

Mahalia-Feat-Rico-Nasty-'Jealous'-by-Melody-Maker

KC Locke goes back to basics, with the high-energy stylings of his new promo for&nbsp;Digga D&nbsp;and AJ Tracey.&nbsp;Taking charge of operating&nbsp;as well as directing, Locke's&nbsp;fluid camerawork effortlessly connects several distinctive vignettes, aided by whip-pan transitions cut together by frequent collaborator Jamil Shaukat.Performance is the focus here, bouncing back and forth between two faux live setups, before heading to the recording studio and letting the energy run wild.&nbsp;It has the classic signs of a KC Locke visual, with a more stripped-back, intimate feel than some of his bigger projects.&nbsp;

Lewis Nicolson

James Cross

Marcus Albersten

James Tileyard

Chris Saringinson

Lee Symington

Ali Neale

Hannah Colson

Caroline

Digga D X AJ Tracey 'Bringing It Back' by KC Locke 

Digga-D-X-Aj-Tracey-'Bringing-It-Back'-by-Kc-Locke-

Capone riveting video for Notorious features both Bugzy Malone and Chip paying homage to the late greats, Biggie and Tupac.Through a series of slickly devised 90's influenced scenes,&nbsp;Bugzy and Chip perform and demonstrate their distinctive bond. That was Capone's intention&nbsp;when writing the concept, and its certainly the chemistry between these charismatic rappers which takes the video to a higher level.

Arran Green

2nd AC

Videos featuring Arran Green

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