Playlist: Nitram
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Director Nitram at MindsEye and Hamlet talks story-driven music videos, boundary pushing commercials, and Coco Chanel's lover...
What’s the best music video you’ve seen recently and why?
Without a doubt, RM - LOST! directed by Aube Perrie. I was completely captivated by the world and the music. It really left an impression on me. It feels really fresh and innovative in the approach. It's the perfect kind of video where the music elevates the visuals, and the visuals enhance the music. It's just magical.
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- Production Company Pulse Films/London
- Director Aube Perrie
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Credits
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- Production Company Pulse Films/London
- Director Aube Perrie
- Production Designer Studio Augmenta
- Colour House Electric Theatre Collective
- VFX Pineapple VFX
- Sound House 750mph
- Service Production Company Frame 23
- Executive Producer Rik Green
- DP Christopher Ripley
- Editor Gwen Ghelid
- Colorist Jason Wallis / (Colorist)
- Sound Designer Mark Hellaby
- Sound Producer Olivia Ray
- Executive Producer Erfan Saadati
- Producer Oana Maria Ursachi
Credits
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- Production Company Pulse Films/London
- Director Aube Perrie
- Production Designer Studio Augmenta
- Colour House Electric Theatre Collective
- VFX Pineapple VFX
- Sound House 750mph
- Service Production Company Frame 23
- Executive Producer Rik Green
- DP Christopher Ripley
- Editor Gwen Ghelid
- Colorist Jason Wallis / (Colorist)
- Sound Designer Mark Hellaby
- Sound Producer Olivia Ray
- Executive Producer Erfan Saadati
- Producer Oana Maria Ursachi
What’s the first music video you remember being impressed by?
I think Fatboy Slim - Weapon Of Choice was definitely one of those I was really impressed by!
I love when things start grounded and suddenly transport you to the unexpected.
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Credits
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- Director Spike Jonze
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Credits
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- Director Spike Jonze
Credits
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- Director Spike Jonze
And what’s your all-time favourite music video?
Tough question... but I think Tommy Cash - Racked, directed by Anna Himma, is among one of my favourites. It’s so quirky and full of humorous touches, just the way I like it!
Credits
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- Production Company Allfilm
- Director Anna Himma
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Credits
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- Production Company Allfilm
- Director Anna Himma
- Producer Johanna Trass
- DP Jurgis Kmins
- Editor Emeri Abel
- VFX Supervisor Hendrik Prosa
- Colorist Dmitry Litvinov
- Sound Danny Zuckerman
Credits
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- Production Company Allfilm
- Director Anna Himma
- Producer Johanna Trass
- DP Jurgis Kmins
- Editor Emeri Abel
- VFX Supervisor Hendrik Prosa
- Colorist Dmitry Litvinov
- Sound Danny Zuckerman
What other directors/artists do you look to for inspiration?
I’ve followed the work of The Daniels since the beginning and they have been a great source of inspiration for me in the approach of high concepts. For commercial work, I’m always looking forward to Perlorian Brothers’ new work, it’s so unique!
Recently I’ve been also finding a lot of creativity fuel just watching commercials from the asian and arabic market. It's full of crazy comedy concepts that are really inspiring to push boundaries.
But to get fresh ideas there’s nothing better than exploring different photographer’s work like for example Gregory Crewdson or Martin Parr that I really enjoy.
What are you listening to at the moment?
I’ve been listening to a lot of AntsLive. A great UK rapper I’ve discovered through his phenomenal music video Number One Candidate.
What’s your favourite bit of tech, whether for professional or personal use?
Maybe not so "high tech" but so useful, I’ve been a fervent user of frameset.app. I'm just in love with this tool whether it is for pitching or just getting some inspiration.
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- Director Tom Emmerson
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Credits
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- Director Tom Emmerson
Credits
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- Director Tom Emmerson
What artist(s) would you most like to work with and why?
My list is long but I definitely want to work with Harry Styles & Aminé. Two really different styles but I feel that these two artists are really keen to explore new concepts and stories to create something really fresh and unique.
How do you feel the promo industry has changed since you started in it?
Although I'm relatively new to the industry, it feel that the focus used to be on creating one big piece of content, with most of the budget allocated to it. Now, it feels like the trend is shifting toward producing multiple smaller pieces of content, each with a smaller budget, rather than investing everything into one major music video like before.
Where do you see the music video industry being in five years’ time?
I have a feeling that we're moving toward having more story-driven music videos in shorter format. With the sheer volume of content out there, audiences are craving narratives that resonate with them, rather than just flashy visuals or trends. I believe it's those compelling stories that will truly set content apart and engage people on a deeper level.
Tell us one thing about yourself that most people won’t know…
Well… A distant relative on my grandmother's side was Coco Chanel's lover…
