Following Rush and Got Me Started, Gordon Von Steiner directs his third breathtaking promo for Troye Sivan, the latest foray into a series of liberating, conceptual promos that rank amongst the most exciting of the year so far. And this time its' with a bold, playful, somewhat nostalgic studio-based concept.The newest track from Sivan's just-released album explores the artist's relations with men who did not identify as gay, and sees him embody a "conventionally gorgeous" female alter-ego to visualise this theme. Directed by Von Steiner - Sivan’s creative director - with grading and finishing at Studio RM, the video is the throwback to the stark, dance-heavy music videos of the early Noughties.With a photographic style reminiscent of 90's fashion shoots, the video balances a voyeuristic perspective with a confrontational gaze. The clip begins with elegant, black-and-white portraits of diverse men, but soon turns into a vision of Y2K excess - Sivan transforming into “one of the girls” he sings about, with wispy blonde locks, low-rise jeans, and glowing, sunkissed skin. It is a playful portal to the past, bearing the influence of Britney Spears’ fashion styling and dance choreography of the new millennium - achieved in part through expert retouching, undertaken at Studio RM, which gives skin a dewy, glistening finish. This nostalgia is also underscored by Myles Bevan's grade, in which bold skin tones and flashes of vibrant colour contrast with the plain, crisp white backdrop.

Bonnie & Clyde meets Spring Breakers in Tyrus's video for Jordan Adetunji. The London-shot video for Go features the Belfast-born artist as a getaway driver, in a frantic amalgam of stylised set pieces following a corner shop robbery. Intercutting cinematic slow-mo shots and energetic FPV drone footage, the video boasts an intimate love story set against a backdrop of unabashed freedom and lawlessness - a classic formula given a fresh, contemporary twist.

Mae Muller celebrates being young, free and single in Amy Becker-Burnett's playful promo for Me, Myself & I.In a liminal office building space, we see Mae relax peacefully amongst the unused furniture, unbothered by boys or any of the baggage that comes with them. A few do appear, however - but they are there on her terms, acting as back-up dancers or doing her hair, for example. The transition from new-build, stripped-back environments to blossoming plants and full glam represents Mae's growth and her commitment to her own happiness, whilst encapsulating a contemporary fashion aesthetic. "I really wanted this to feel like a proper old skool pop video, pulling a lot of references from early 2000's iconic pop culture, which felt like such a transformative era for music," says Amy Becker-Burnett. "Both me and Mae wanted it to feel playful and tongue in cheek, but also have a really strong visual identity. Mae was really collaborative throughout the whole process and so fun to work with, there was always great energy set."