Playlist: Daniel Russell
We hear from ArtClass Content director Daniel Russell where he talks big effects on music video viewing, vertical frame videos, and one day owning an oyster farm.
What’s the best music video you’ve seen recently and why?
Leningrad - Voyage directed by Ilya Naishuller. This came out six years ago, but I only discovered it recently. It’s about a guy who commits a robbery and goes on an all-out spending spree before eventually getting busted.
The video asks, “What would you do if you had all the money in the world but only 72 hours to live?” It’s a total wish-fulfillment video, and it’s very funny.
Credits
powered by-
- Production Company Versus Pictures
- Director Ilya Naishuller
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Credits
powered by- Production Company Versus Pictures
- Director Ilya Naishuller
- Producer Ilya Naishuller
- Production Manager Anastasia Kuropatkin
- Production Designer Margarita Abaeva
- Producer Ekaterina Kononenko
- Producer Ruben Adamyan
- Choreographer Alexander Stetsenko
- DP Genrih Meder
- Editor Vladimir Vaulin
- Editor Vlad Yakunin
- Sound Designer Alexander Kopeikin
![](https://d17mj1ha1c2g57.cloudfront.net/v1/fMGNqj4CjokTaxHR0yVd_8T-ZkM/1024x576%23/80/shotsmag/production/clips/f62e8612-4755-426d-8a80-e0ec6c85c12d/1717102627094.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Production Company Versus Pictures
- Director Ilya Naishuller
- Producer Ilya Naishuller
- Production Manager Anastasia Kuropatkin
- Production Designer Margarita Abaeva
- Producer Ekaterina Kononenko
- Producer Ruben Adamyan
- Choreographer Alexander Stetsenko
- DP Genrih Meder
- Editor Vladimir Vaulin
- Editor Vlad Yakunin
- Sound Designer Alexander Kopeikin
What’s the first music video you remember being impressed by?
Jay-Z - 99 Problems. I was about 10 when The Black Album came out, and all my friends and I played it back-to-back all the time. When I first watched the video, my eyes opened. It was so raw and honest, with a masterful understanding of portraiture and an understanding of graphic framing.
I remember thinking that guy with the beard was such a funny choice, not fully realising it was Rick Rubin. I still look up to that video as inspiration all the time today.
Credits
powered by-
- Production Company Anonymous Content
- Director Mark Romanek
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Unlock full credits and more with a Source + shots membership.
Credits
powered by- Production Company Anonymous Content
- Director Mark Romanek
- Record Label Def Jam/Island
- Artist
![](https://d17mj1ha1c2g57.cloudfront.net/v1/NIONsAJh7SElUTtZ8eEd3b5DRrU/1024x576%23/80/shotsmag/production/clips/c585ea88-2048-42de-827e-5b6887b8ab1a/1717102460185.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Production Company Anonymous Content
- Director Mark Romanek
- Record Label Def Jam/Island
- Artist
And what’s your all-time favourite music video?
The Pharcyde - Drop. The commitment to a simple gag. The complexity. The level of performance. It’s a perfect video. It doesn’t have insane locations or big budget sets; it’s a cool gag with great performance that’s so meticulously planned out. And it seems so fresh even today. It wasn’t just the idea of the video playing in reverse; it was how we used the effect of playing shots in reverse to maximise the choreography of their movement. Oh and the fact that they learned the lyrics backwards - that’s crazy.
Credits
powered by-
- Production Company Satellite Films/USA
- Director Spike Jonze
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Credits
powered by- Production Company Satellite Films/USA
- Director Spike Jonze
![](https://d17mj1ha1c2g57.cloudfront.net/v1/Uv5ijP4RfVt6PxGmkmqRaBvqBro/1024x576%23/80/shotsmag/production/clips/1577959191321/b788c4c0d13b463ebf6c16647097358f.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Production Company Satellite Films/USA
- Director Spike Jonze
What other directors/artists do you look to for inspiration?
Spike Jonze because of his simplicity and commitment to a singular idea and concept and his ability to execute it masterfully. I also think a lot about Omar Jones and Jack Begert. Their videos always impress me: Begert with his array of in-camera gags and tricks and Jones with his concepts and avant-garde approach to VFX.
What are you listening to at the moment?
Sir’s Heavy… I need to hit him up and shoot a video for that album. Sir is so consistent and I really keep his projects on rotation front to back.
What’s your favourite bit of tech, whether for professional or personal use?
Portable Charger. I carry this big, giant brick of a charger that must weigh about 8 or 9 pounds. But I can get four laptop charges out of it and about 23 full iPhone charges. It’s got four ports for different USBs. It’s a game-changer. Whether I’m on vacation, in a car, in a remote part of the world, or anywhere other than home or an office, I have to have it. I have to be able to whip out the laptop and get to work.
Credits
powered by-
- Production Company Freenjoy
- Director Daniel Russell
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Unlock full credits and more with a Source + shots membership.
Credits
powered by- Production Company Freenjoy
- Director Daniel Russell
- Executive Producer Nathan Scherrer
- Executive Producer Fuliane Petikyan
- Production Designer David Courtemarche
- DP Chris Probst
![](https://d17mj1ha1c2g57.cloudfront.net/v1/kdTZCFiBcZsJ4Jns5_O7S-BpPXk/1024x576%23/80/shotsmag/production/clips/9e788d86-b2a5-4bf0-83fb-af2471a01214/1717753673141.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Production Company Freenjoy
- Director Daniel Russell
- Executive Producer Nathan Scherrer
- Executive Producer Fuliane Petikyan
- Production Designer David Courtemarche
- DP Chris Probst
What artist(s) would you most like to work with and why?
I’d love to work with Olivia Rodrigo, Megan the Stallion, and J.Balvin, to name a few. It’s obvious how much they care about music videos and trust their directors. Unfortunately, not all artists are like that.
How do you feel the promo industry has changed since you started in it?
TikTok has probably had the biggest effect on music videos. I’m a fan of the app, but so many briefs these days for dance videos always stress having a “TikTok dance moment.” I understand how that makes sense from the marketing team’s point of view, but a lot of times, those moments feel very forced. I’ve always believed that if you do great, interesting, unique choreography that excites people, it will more naturally be used as inspiration for creators on TikTok.
Credits
powered by-
- Production Company Freenjoy
- Director Daniel Russell
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by- Production Company Freenjoy
- Director Daniel Russell
- Executive Producer Nathan Scherrer
- Edit Company Bonch Post
- Editor Jarrett Fijal
- Head of Production Ben Piety
- Producer Jeff Kopchia
- Editor Steve Salgado
- VFX Supervisor JR Strickland
![](https://d17mj1ha1c2g57.cloudfront.net/v1/wPlituDexBnobpeAzHMDpIxsLwU/1024x576%23/80/shotsmag/production/clips/161083cc-371a-4d5b-a9af-78d6b1eef551/1717753573860.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Production Company Freenjoy
- Director Daniel Russell
- Executive Producer Nathan Scherrer
- Edit Company Bonch Post
- Editor Jarrett Fijal
- Head of Production Ben Piety
- Producer Jeff Kopchia
- Editor Steve Salgado
- VFX Supervisor JR Strickland
Where do you see the music video industry being in five years’ time?
It hurts me to say this, but I think we will focus more on creating videos for a vertical frame. I believe horizontal will still be preferred by artists and those watching on YouTube, especially for really big artists and huge records. But I can see a world where you open Spotify and a specific vertical video with high production plays that isn’t just a cropped-in version of the wide-screen product but is designed, directed, and framed for the vertical with the production value of a real music video.
Tell us one thing about yourself that most people won’t know…
I consider myself an amateur oyster sommelier. Growing up in Chesapeake Bay, Virginia, I developed a love for oysters from a young age. While I love exploring oysters' different flavour profiles, it's their ability to be recycled easily and to purify polluted waterways that make them, in my opinion, the best food in the world. One of my goals is to one day own an oyster farm.