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What’s the best music video you’ve seen recently and why?

SZA - Good Days. People are used to female artists being sexy, and she flips the fantasy on its head in a humorous, trippy, tongue-in-cheek way. She’s in a field of mushrooms, she’s pole dancing while reading a book upside-down in a library… all the while the camera lens is cutting to more retro shots and arty B-roll footage. 

SZA is a weirdo at heart, and it’s as if she’s saying, “I will twerk for you in this diamond lingerie, but BRB first I’m gonna become a fungus and roll down this AstroTurf.” We contain multitudes, and the viewer get all sides of her through these different viewpoints.

SZA – Good Days

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What’s the first music video you remember being impressed by?

Madonna - Take a Bow. I was seven or eight when this video first premiered, and was just starting to learn about sexuality from my older sister and from seeing a naked woman in the movie Braveheart. What is so rock and roll about Take A Bow is the entire perspective is shot through the female gaze. Most of the video is Madonna looking longingly at this beautifully costumed bull fighter’s butt. And when the camera is on her, there is a sophistication in her complete ownership of her body. I believe the best music and films convey a sense of deep longing or nostalgia for a lost time, and Madonna elegantly and expertly captures that feeling of desire and memory.

Madonna – Take A Bow

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And what’s your all-time favourite music video?

OKGO - This Too Shall Pass. I did some songwriting with Tim Nordwind, OKGO’s bass player, prior to the pandemic, and I’ve always been impressed with how they approach their music videos because they do everything themselves.

This Too Shall Pass is a Rube Goldberg Machine and shot in one take… the whole thing is a wild ride, watch it!

OK Go – This Too Shall Pass

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What other directors/artists do you look to for inspiration?

I love St. Vincent, and was recently featured on the same music video watch list as her through Billboard for my project BEVERLEE. Beverlee is named after my mom’s cousin Beverlee Jacobson, who was murdered by her Hell’s Angels boyfriend in 1970 and is about unheard voices and is queer, left-of-center pop. If you’re curious, you can see my video 6X which was shot an iPhone with a bunch of friends!

FKA Twigs, H.E.R, A Tribe Called Quest, Weezer, Mavis Staples and how she has uses pop music as protest. The list would be far too long if I continued or went to dead artists, so will leave my list here…

My friends Lulu Wang who directed The Farewell and Barry Jenkins who won an Oscar for Moonlight are artists whose work I greatly admire. Lulu’s visuals are so dreamy yet honest, and she walks a delicate edge of telling her families’ stories without exposing them. Her partner Barry’s work is often described as dark and brooding, but some of my favourite moments in Beale Street are when you experience moments of joy: the glisten in lovers’ eye when they find a place to live or fall in love. I believe the purpose of life is feel seen, and of course minorities are notoriously unseen and are fighting for their existence along the outskirts of society. The way both of them have used their power to show the minority experience is something I appreciate and need as a gay woman.

BEVERLEE – 6X

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What are you listening to at the moment?

I’m a very nostalgic person as previously noted, and from time-to-time I’ll revisit my favorite records of yore. I love Fiona Apple’s new album Fetch the Bolt Cutters and ended up diving back into Extraordinary Machine which she also produced with Jon Brion. The album was made in 2005 and the arrangements are so imaginative and timeless. I’m actually learning Better Version of Me on piano now!

What’s your favourite bit of tech, whether for professional or personal use?

I could list a bunch of really impressive producer gear here, but a lot of my time in COVID has been about getting back to basic, raw, realness. I got a used Yamaha U1 upright piano off Craigslist, and there is nothing purer than walking into my studio and starting in on scales and Satie. I imagine myself as a Victorian woman being groomed for society or something ha! Seriously though, so much of making music for me is not pretention; it is about crushing my ego and continuously learning. Practicing piano again daily has transformed how I approach life or work projects at Hook+Line. Bryan Senti, who owns the company, has been this disciplined for years and I think it explains a lot about his calm and confident character. There can be six pages of really difficult measures, but you break it down into small chunks, learn the left hand, learn the right hand… suddenly something impossible is now literally within grasp.

What artist(s) would you most like to work with and why? 

Frank Ocean would be number one. There is a beautiful depth to his writing and singing, and when I listen to his songs, I feel a little zing of aliveness in my chest. This is going to sound random, but I was obsessed with Blink 182 growing up and would go to concerts with my Christian friend who had convinced her grandmother they were a religious band. Their lyrics are so simple but brilliant, and they are always in on the joke. I also grew up in the country of western MA and my sister and I love The Chicks. Their new album touches on subjects ranging from divorce to BLM, and I would love to experience their writing process because their POV is so refreshing. 

How do you feel the promo industry has changed since you started in it? 

So much of promo and getting press requires a large IG following, and for pop artists TikTok as well. I’ve just spent the past week interviewing assistants to help me with BEVERLEE’s following because it’s such a tedious and time-consuming process to have the algorithms notice you. There is a nuance to finding similar artists and their fans and exploring relevant hashtags, and art directing and making content targeted specifically to engage that audience. The strategy behind social media makes me feel super old, but it’s inspiring to curate purpose-driven work. 

Where do you see the music video industry being in five years’ time? 

Music videos have and will continue to follow the trend of music recording itself. It used to be that you needed an expensive studio which made recording music inaccessible for most. Then ProTools and Logic came out, and a bunch of kids starting recording in their bedrooms, and that became more of the norm. Even before the pandemic when I was ghostwriting in person with other pop artists, we would very rarely go to a recording studio because a home studio is a more friendly environment. It’s a lot of pressure walking into a cold, corporate building with platinum records adorned on the wall, and having that anxious feeling like you’re being watched and need to write that next hit ASAP. Similarly, artists are now wanting to shoot videos in a lower stakes situation.

I just shot another music video for BEVERLEE in Joshua Tree on a tight budget with my friends Raechel Zarcynski, Meriel O’Connell, Caroline Blaike and my girlfriend Rachel Cora Wood. We got some incredible footage of Caroline and Cora fencing in dresses at this kooky cabin with a desert dome. After the shoot, Raechel sent a text “Is it weird that I low key miss you all right now?” That’s the way making music videos should feel, just finding your tribe of people and having a good time, whether that’s through a larger scale production or not, that will translate visually. 

Tell us one thing about yourself that most people won’t know… 

I’m a secret meathead and meditator. My girlfriend and I get up every day at 5:30 AM and do some intense military HIIT workout and then do the Calm app. It’s a way for us to snap into our bodies and feel strong and centered, and for me, like I’ve done something for myself before the madness of the day creative directing and writing music for commercials at Hook+Line begins.

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