Music Video Theory

Producers: Hey Beautiful Jerk (Gina Niespodziani and Mark Szumski) & Skinner Artist: High On Fire Video: The Black Plot http://www.heybeautifuljerk.nyc http://www.theartofskinner.com   How were you approached for the job?  Skinner approached us in December 2015 about producing/directing a project for High On Fire. We first met Skinner while working on Mastodon's "Asleep in the Deep" and developed a really amazing creative partnership that we wanted to continue. We knew we wanted to create something traditionally animated based on Skinner's conceptual designs but there wasn't a story yet. We also knew that the budget from the label wasn't going to line up with what we wanted to produce so we became EP's and funded a big part of the project. This put us in a unique position as far as creative control. It was a true collaboration between us, Skinner and High On Fire.  What inspired your idea

Director: Sam Pilling  Artist: DJ Shadow ft  Run the jewels  Video: Nobody speak www.sampilling.com How were you approached for the job? The track came direct from Mass Appeal Records, who contacted Pulse , and then Pulse sent it on to me. I was actually in Canada at the time, right in the middle of another project, location scouting in the wilds of the Yukon. I had no time to think properly but immediately loved the track. Whilst we were scouting I listened to it on repeat and jotted down my initial ideas. One of which was this. I quickly put it into a one-page treatment and we sent it over to the guys at Mass Appeal. If I’m honest, despite Run The Jewel’s outwardly political standpoint, I thought they probably wouldn’t go for the concept but we quickly heard that Shadow and RTJ’s camps both loved the idea. Next was the tricky bit in working out how we were going to make it happen and do justice to the banging track. What inspired your id

Director: Tom Noakes Artist: Tigerilla ft. Gill Bates Video: Tulips www.tomnoakes.com How were you approached for the job? I actually approached the artist Mallrat to do a clip after hearing one of her banging tracks on FBI radio. I reached out to her manager who happens to be Tigerilla (Matthew Khabbaz), and is responsible for producing her tracks. He had a clip coming up, I dug the song and pitched an idea based on a loose concept he wanted to explore about a powerful fragrance called ‘Tulips’ named after the track. I took that framework and workshopped a story and tone. What inspired your idea? A good mate of mine has some pretty unconventional dance moves, which I’ve always wanted to integrate into a clip and the Tigerilla track provided the perfect beat. Was setting the story in a school with children always your first choice of character and location? Setting the story in a school came from Tigerilla. He wan