Playlist: Daniel Russell

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.

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.

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.

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.

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.