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Get the Promonews daily round up
Earthboi directs a nostalgic promo for Pa Salieu, following the rapper across a number of different spots in his hometown of Coventry.Shot on film, the video for Belly exudes a sense of homecoming and community. Switching up between performance setups and character vignettes, it's a laidback, optimistic visual, which feels authentic to Salieu's journey whilst delivering something cinematic and engaging.
Rob Ulitski - 6 months ago
Nizar Shad directs an upbeat promo for Prinz, Rushwan and Jermaine Edwards.The story of Beautiful Day starts back in 2014, when singer-songwriter Edwards debuted the track in Jamaica. In 2017, ten-year-old Rushawn Ewears was captured singing it by his teacher at school, and after being shared on social media over the next few years, it has recently gained huge popularity on TikTok, leading to this collaboration. The magical journey of the track is complimented by a cheery, optimistic video, which features Prinz performing in and around a church, intercut with footage of Ewears' original school video. Bright and optimistic, it's a great little project that exudes a joyous energy.
Rob Ulitski - 23rd Feb 2023
Alice Kong creates a world in miniature form, in this wonderful animated promo for Hot Chip. Unable to catch a break, we are introduced to the namesake of the track, Eleanor, as she goes about her day-to-day routine, before finally awakening to the fact that she can create her own destiny.Painstakingly animated in claymation form, the video has a charming, bold aesthetic, which gets brighter and more vibrant as the concept unfolds - and eventually takes an unexpected turn."Building this miniature world for Hot Chip was a brilliant creative challenge," Kong says. "The music video tells the tale of our main character, Eleanor who, after a series of unfortunate events, hits a pole in front of an eye glass shop that will… Open her eyes! She then takes control of her environment and twists everything to her advantage by literally sculpting the clay world she lives in."By hand-picking every detail from a brick’s colour to a poster on a wall we were able to sneak in some Easter eggs, which I hope the viewers will have fun spotting!"
Rob Ulitski - 14th Oct 2022
Dance producer and cancer patient Cade Margus self-directs an experimental promo for his dance track It Was You. The video cuts between Margus producing the track - showing his process, playing instruments and rocking out to the beat, while apparently under the influence of medical marijuana - and a simultaneous dance setup, with three dancers on a rocky coastline, dancing in an unabashed, freeing manner. "I’m a working filmmaker and new electronic producer currently pursuing my masters at Berklee College of Music," explains Cade Margus, who explains that the video was inspired by his own experience creating the track."I recently produced (It Was You) after eating too much medical weed during chemo treatment for late-stage colon cancer - and I directed this music video about that bizarre experience. I’m hoping people find the story humorously relatable, in spite of a serious situation. It feels quite polished for such a small budget."It does indeed. Optimistic and emotional, the video is a real rollercoaster, and reflects the ups and downs of Margus' journey, and it is terrificually well edited, syncopated beautifully to the beats of the track. And it ends on a slightly surreal but ultimately playful note.
Rob Ulitski - 26th July 2022
DMND CLR founder Dijian Eccles and Andre Reid come together to co-direct a beautiful short film for Loski's Music, Trial and Trauma. This film is based on Loski’s rise in music, and the backstory of him growing up in South East London, Kennington; a fast-paced environment affected by poverty, crime and violence.Despite the wrong choices the protagonist makes, he’s always aware of an ideal lifestyle, and dreams of one day making it out through music. Despite his intentions, however, it’s never that easy….Strikingly emotional, the video is beautiful, brutal, heartbreaking, but eventually optimistic - and a true tour de force from two masters of their craft.
Rob Ulitski - 11th Oct 2021
Plum Stupple-Harris directs a sweet and reflective promo for April's Piece Of Me. Working late into the night, at a takeaway restaurant, April finds herself deep in the throngs of a shift that feels neverending. Dancing and day-dreaming to kill time, the delivery boy gives April a gift that makes her night just a little bit more fun.Delightfully optimistic and heartwarming, the video is a perfect showcase for the upcoming pop artist, and boasts excellent cinematography and performances from April and her co-lead, played by Joshua Harriette.
Rob Ulitski - 20th Sept 2021
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A young girl takes her first step from childhood into adulthood, in Vincent René-Lortie's affecting promo for Simon Leoza. The video for La Nuée opens with a series of static shots documenting the broken home the family live in, and swiftly jumps into a simple yet engaging narrative. Deciding to flee her abusive father, the girl - played by Eve Dupuis - traverses a seemingly endless landscape with her newborn sister in tow. When her father finds and confronts her, he is faced with an unexpected challenge that makes him rethink every decision that has lead to that moment. Beautifully captured by DoP Alexandre Nour, the aesthetic blurs the lines between art and reality, feeling incredibly authentic whilst allowing the creative to touch upon fantastical, otherworldly elements."With this concept, I attempted to explore the very unique emotion of becoming responsible for your newborn sibling when you yourself are a child," explains René-Lortie, who co-directed the UKMVA-winning video for Sheenah Ko's Wrap Me Up. "I needed to frame this moment in time in a very singular and poetic way, letting the music and theme breathe simplistically while allowing us to keep touch with the fantastical magic of a young mind."
Rob Ulitski - 18th Feb 2021
A distressed woman leaves her old life behind in Matt Porter's optimistic promo for Ben Power And The Unknown. Shot on location in Torquay, Australia, the video opens with the woman - played by Miranda Skerman - burning a set of men's clothing, while artist Ben Power looks on - and fanning the flames. And he remains as her unseen guardian angel as she starts on her journey to find a new life.Escaping from the city in her car - and then running out of fuel - our heroine discovers a new zest for life after happening upon a homemade go-kart. She starts to live out her fantasies about living in California, moving on from the memories dragging behind her.
Rob Ulitski - 26th Jan 2021
