Rudimental ft Ray BLK and Stefflon Don 'Scared Of Love' by Jamie-James Medina
Jamie-James Medina says the idea behind his video for Rudimental was that "the video is the video". And indeed, this really is a deconstruction of the whole process of making a video for Scared Of Love.
We get the trials and tribulations of pre-production, the email trails (featuring producer Stavvas Stavrou and commissioner Dan Curwin), and Stefflon Don not making the shoot and phoning in her performance...
In the meantime, Ray BLK provides the backbone of the performance video, while Medina also investigates our addiction to screens.
"I love process and I wanted to explore that. That was my first thought and I knew that I couldn’t make a standard pop music video. Like everyone, I watch music videos on the internet - on my laptop or phone. But I was staying with my mother last year, who has a television that strangely still carries music television and I just had the idea of creating a desktop experience on a television.
"Then I got interested in screens or windows, how they communicate, and live editing them as platforms. And then it became about using those windows - all the screen we follow - to tell an authentic process story.
"My pitch was basically, 'The video is the video.' But I don’t think anyone knew what we were making until we delivered a early proof of concept, but the overall concept was that the concept would keep changing. But the band were open - they had very few notes."
|Stylist (Artist)||Natalie Michaelides|
|Executive Producer||Sasha Nixon|
|Production Manager||Anna Saffery|
|1st AD||Ato Yankey|
|Director of Photography||Olan Collardy|
|Focus Puller||Anthony Mchugh|
|2nd AC||Kairo Jones|
|Art Director||Xander Mitchell|
|Make-up (Artist)||Esther Apageyi|
|Editing company||Final Cut|
|Grading company||The Mill|
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