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.

Charlie Robins directs a tranquil promo for Holly Humberstone. Relaxing next to an indoor pool with a group of her best friends, Humberstone gives a laidback performance that exudes a calm, peaceful energy.Focusing on the minutiae of the moment, the cinematography picks up on dreamy abstract cutaways, intercut with fun clips of the group diving in the pool and having an all-round fun time together. "This was one of the most enjoyable shoots in a long time," Robins mentions. "The aim was to shoot Holly’s performance in a way that felt natural and authentic while also capturing that sense of youthful freedom."Essentially, it’s Holly and her best mates being themselves. The energy was so laid back all day, there were times when I forgot we were making a video. I think it really shows in the final film."

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."

Directing duo Mathy & Fran return to music videos with a very characteristic piece for Georgia's latest pop gem: sensitive, humane and pastel-hued. And it touches on a subject that many people have faced, literally and metaphorically. In the video for Give It Up For Love, a range of characters take turns to stand upon a high diving board, and are challenged to make an all-important leap.It's a relatable moment where personal courage is required, but given a metaphorical element by it's staging, on a bright yellow platform against a pastel-pink studio background. And when the characters start to leap, they are captured in mid-air, in a state of blissful freedom.It's a simple yet powerful concept to match the sentiment at the heart of the song - letting yourself go to allow love to come in. Georgia's empathetic performance helps tie the whole project together.

Alex Amorós directs a lo-fi monochromatic promo for Maria Wilman.The engaging video for Dark Horse intercuts between Wilman playing chess in a black and white room, and performing out in the beautiful countryside. The track is about the artist embracing her inner strength after a period of loss, and the video visually reflects this freedom. “When writing this song, I had the underdog in mind, the quiet person in the room, that hundred-to-one shot," Wilman explains. "The song rides through elements of loss - loss of the old self to re-emerge as new. Dark Horse embodies resilience, trust in oneself and strength."