Promonews - 5th June 2018

West Midlands girl Mahalia decamps to Los Angeles for her latest video, teaming up with Andrew Litten (who's last outings was a smashing New Orleans-set video for Youngboy Never Broke Again) and giving a classic video trope a modern spin.

Just like Spike Jonze's video for The Pharcyde's Drop and  Jamie Thraves's for Coldplay's The Scientist we're in backwards-singing territory...


"The first time I heard IWIMME, I knew the track needed a big idea. I’ve always loved Spike Jonze’s video for Drop by the Pharcyde and decided to pay homage by creating a backwards music video with a contemporary spin.

"I hired a linguist from UCLA to teach Mahalia the song backwards which she surprisingly learned in two days. The DP, Dustin Lane, and I have always wanted to make something in our neighborhood, Highland Park. We chose family owned locations and hired a few extras while scouting the neighborhood.

"Mahalia’s reversed performance oozes spontaneity and confidence. I can’t thank her enough for joining us on the journey, as well as Atlantic Records for signing on to recreate this insane concept."

PRO Credits


WardrobeSarah Toshiko-west
DirectorAndrew Litten
Production CompanyVoyager Creative
Executive ProducerAndrew Hutcheson
1st ADJohn Klymshyn
Director of PhotographyDustin Lane
Focus PullerJames Teninty
2nd ACKieth Hudson
ProducerRebecca Stone
HairKristine Urzua
Make-upNicola Hamilton
EditorChris Amos
Editing companyFinal Cut
ColouristKaitlyn Barristelli
CommissionerNicola Sheppard
LabelAtlantic Records
Other creditsHead Of Production - David Brickel Post Producer (ETC)- Sara Gbadamosi 2nd AD - Terence Sims Production Designer - Katie Moest Steadicam Operator - Drew Weaver DIT - Dylan Hayes Swing - Emily Starks PA - Iliana Guevara Playback - Chioma Emenalom Playback - Marguax Nottenghem

Promonews - 5th June 2018

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