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...

ANDREW LITTEN:

"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

Credits

DirectorAndrew Litten
ProducerRebecca Stone
Production CompanyVoyager Creative
Executive ProducerAndrew Hutcheson
1st ADJohn Klymshyn
Director of PhotographyDustin Lane
Focus PullerJames Teninty
2nd ACKieth Hudson
WardrobeSarah Toshiko-west
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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