Cat Velez - 9th Mar 2016

It's been a few years since their last collaboration for Lighting Bolt, but Jake Bugg has paired up again with Michael Holyk for his new single Gimme The Love. And it's an aggressive proposition, with the singer in a large warehouse, surrounded by the menacing buzz of impending brawls about to break out all around him.

Bugg stares down the camera, delivering his performance amid flaring strobes and disorientating cuts to various confrontational scenes, channelling a tone of extreme tension and incipient violence - which appears to be in direct contrast to the intent of the lyrics. 

The singer has commented that he welcomed working with fellow Nottingham native Holyk again, and being more involved in the creative process than on his previous videos. "We came up with the treatment together, which was cool because I was so sick of turning up to video shoots with no idea with what I was doing and having people write ridiculous scripts," says Bugg. "I feel videos can put an interpretation in people’s minds of what the song is about, so with that in mind I wanted a video that left the lyrics open to interpretation."

MICHAEL HOLYK:

"I made my first music videos with Jake five years ago back in Nottingham so this means a lot.  Jake asked to work with me and develop an idea from scratch. We came up with a few core themes and it built from there.

"His artwork has a big dark cloud in the centre of it and essentially the video represents that."

Watch 'Jake Bugg 'Gimme The Love' by Michael Holyk' here

PRO Credits

Credits

DirectorMichael Holyk
ProducerLiz Kessler
Director of PhotographyJames Blann
Art DirectionXander Mitchell
EditorEdward Cooper
Editing companyThe Assembly Rooms
ColouristHoumam Abdallah
LabelVirgin EMI
CommissionerJames Hackett

Cat Velez - 9th Mar 2016

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