Mura Masa teams up with The Reid Brothers for this wonderful docu-style promo for new track Whenever I Want. A nod to the documentary sensibilities of the directors, the video feels like part promo and part photographic exploration of the euphoria of the dance floor, with cues taken from the world of Northern Soul and post-COVID dance freedoms.Featuring a coruscating loop of different characters, all enamored by the dancefloor experience, the video pulsates to a hypnotic rhythm which builds to a kaleidoscopic climax - beautifully photographed by sibling directors Will and Ed Reid. It's a simple and understated video which delivers its message clearly and with an abundance of character - simplicity is key. And if full-length videos are now regarded as 'longform' then this video fully embraces that idea. Bloody marvellous.
Rob Ulitski - 2 months ago