Following the videos for Diet Pepsi and Aquamarine, Sean Price Williams reunites with pop superstar-in-the-making Addison Rae for their most boundary-pushing and delightfully dizzy collaboration yet.For Fame Is A Gun, the director/DoP - just signed to Pulse Films - brings his kinetic style to a fever-dream in which Addison plays both platinum blonde bombshell, indulging in a surreal vision of fame's excesses, and her impish, more authentic alter-ego. As with the previous videos Williams captures the charisma that has driven the artist's rise from TikTok star to pop star, with an adventurous and irreverent approach. Incorporating unhinged story elements touching on glamour, distortion, and unraveling control, its a boldly adventurous visual, and utterly mesmerizing.The video, produced by Anora's Oscar-winning Alex Coco this continues Rae’s evolution as a pop artist unafraid to experiment with form and tone - and a big statement of the original vision that Sean Price Williams brings to music videos.

Alice Fassi brings a delightful comedic sensibility - both absurd and touching - to Joy Crooke’s latest, a song that dares to tackle a thorny subject: the effect of feminine beauty on other women.The subject of the song and video is the beautiful, apparently vacuous Carmen - spied upon by an awestruck Joy, disguised as a bush. Carmen (played by Amelia Swaby) is literally heading for a fall. She’s even looking gorgeous in mid-plummet - but then comes her surprising, brilliantly delivered fate: the mannequin-like Carmen shatters into pieces.The Italian director’s cartoonish approach is a real departure from previous Joy Crookes videos but entirely welcome, primarily as the wacky invention also shares the warmth of the song. She also makes the most of Joy as a performer in the second half of the video, when friendship blossoms with Swaby - by this point playing Carmen’s disembodied head in a box."When I listened to the track, I felt I knew this 'Carmen'," says Alice Fassi. "Carmen actually is the girl we’ve all known at some point: effortlessly perfect, admired to the point of obsession, and quietly envied for having everything we ever wanted – all without lifting a finger."Sometimes it takes almost nothing: a casual comparison, a sprinkle of envy dressed up as admiration, and suddenly we’re bowing down to someone who only exists in our head. Not the real person, of course, but a high-gloss, limited-edition fantasy — prettier, cooler, simply better. And from there, it’s a slippery slope straight into obsession. "For our music video, the scene of Carmen falling down the stairs is the perfect embodiment of this feeling. Even in her most dramatic downfall, she manages to be… perfect. And though she shatters into a thousand pieces, her influence doesn’t – it simply shifts. In this case, it takes hold of Joy, the singer of the song."With this video, I wanted to explore that familiar feeling of never quite measuring up, of getting lost in the ridiculous race to become someone else entirely, until envy pushes us into surreal territory. My goal was to capture that intimate emotion with a sense of playfulness, wit, and irony, because beneath the absurdity lies something painfully real. It’s a cheeky dive into the beauty standards we’re fed daily, and the strange cult of superficial adoration."

Luvcat puts her own twisted spin on some conventional male fantasies in her in her latest collab with Ollie Bradley-Baker.Luvcat - aka Sophie Morgan - comes to life as a human-size fairy from a clockwork music box, before dressing up as cowgirl and sexy nurse. It appears she's looking to attract a partner to have an innocently fun time. But then Luvcat reveals a darker, even damaged side to her persona - including as the patient in an asylum-like Doll Hospital. In its single studio setting with changing backdrops and props, plus her numerous costume changes, the Liverpudian singer-songwriter and Bradley-Baker have sharpened the promise of their previous videos, for He's My Man and Dinner At Brasserie Zedel, into the most successful and effective showcase yet for Luvcat. And it confirms that she's a natural-born music video performer.

Rebekah B Creative returns to music videos, with this breezy promo for rising pop/R&B artist Owen Saward, who yearns to convince a work colleague that she's with the wrong guy. Boasting a strong blue-orange colour palette and laidback performance setups, the video for He Won't pays homage to music videos of the early Noughties, with a contemporary edge. "Slow jam music videos from the 2000’s are really the videos I grew up on, so it was important to me get it right," explains Rebekah. "I wanted to weave the features of that era into the fabric of the video. Super-slow motion, extreme angles, the golden grade and teal accent lighting were at the center of that look. So you’ll see all of that in this video."She adds that Owen Saward also delivered strongly on the theme of the song through the narrative in the video, and that contributes greatly to its success."Owen has a history in acting and performance and that made all the difference on the shoot day and really reads on camera."