Kris R directs a thought-provoking promo for new artist Cara Hart, exploring society's obsession with content and social media. 

The video for Hypelist follows a group of wannabe influencers as they try to put on a successful facade in the face of a harsher reality.

With a palatial setting to highlight the gap between luxury and their life of constant hustling, the video approaches the subject matter in a vibrant way, and Hart's detached performance is absorbing and charismatic. 

"The song delves into obsessions and the facade of authenticity in today's social media landscape, which was both fun and staggering to explore with Cara during the initial brainstorming phase," says Kris. 

"As we delved deeper into the world of content houses, these reality shows on steroids, with their revolving doors of fame-hungry faces, served as a testament to the fragility of pseudo-relationships formed in the glitzy glow of sponsored content. Individually crafted narratives or 'personal brands' that blur the lines between reality and fiction were amusing to work with briefly... but the actual experience must be hell."