Singer-songwriter Charles Watson (ex-Slow Club) confronts the budget limitations facing smaller artists in the music industry - and an intriguing fact about YouTube viewing - in his smart promo for All My Mountains. 

Directed by Corey Rid and Kieran Rid, the video takes place on a film set, with Charles performing as the scenery is being packed away around him. And then, halfway through the video, something strange happens. It stops, and then Charles comes out of the performance, to address the viewing audience, with some data, graphics, and present his interesting fact- about how most people watching videos only get halfway through. After that, there is only one outcome...

This is a clever, thought-provoking concept, from Watson himself, that not only encapsulates the struggle of smaller artists, it uses the medium in a memorable way to make sure his music, and message, stands out.