Music Promo Content

Creative / Director / Editor

Promo

Obviously, the priority for music content has shifted away from long-form, high-budget music videos towards short-form social content. But there's a misconception that UGC has to feel cheap.

The important thing really is authenticity - that is, playing to the artist's strengths.
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For a gorgeous pop artist that's a great performer, it's actually counterproductive to distract from that with fancy filming. But for a mysterious edgy musician, some moody visuals really help sell the vibe.

I think music content should feel premium, yet conceivably still have been self-made.
I see myself as a 'ghost writer' but for visuals.

Tommy Saint

Tommy is a multi-talented singer, rapper, and producer.
His music seamlessly jumps between sub-genres whilst maintaining a unique flare and energy.
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He's electric on camera, so the most important thing is helping the performances shine through.
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In the music, his voice floats over rich, atmospheric production, so in the visuals, I aimed to place him in a world that feels just as immersive.

H.lls

Through an insistence on anonymity and mystery, every H.lls film has to be extra creative.

Without an face or identity for the audience to attach to, the vibes become paramount.

The visuals are interpretive - capturing the tone and message without being literal.

Jonah River

The Jonah River project's mantra is 'dance music for introverts':
melancholy anthems equally at home on the dancefloor or in a daydream.

Whilst the artist features, he's a secondary character, the world itself being the focus. I wanted to create a desaturated digital dreamland in which lost souls and misfits would feel at home.

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