Playlist: Helmi

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

I don’t watch so many music videos to be honest, but there is one I liked to watch. A$AP Rocky - Shittin’ Me directed by Dan Streit and Cole Kush. I loved the energy and the weird things, and the mixed media used on it, really it's generous eye candy.

Also Little Simz - No Thank You by Gabriel Moses. I can watch it all the way until the end... It’s another approach to music video that's more photographic, with static shots and high end art direction, and for me when the music and image are connected I’m on it.

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

I think it’s the music video for The Prodigy - Smack My Bitch Up. 

When i first saw this I was like "Okay that’s I want to do."

And all my first ideas for music video were "Let’s do a POV music video" hahaha.

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

Easy always the same answer forever Jamiroquai - Virtual Insanity.

It's simple but complex visually and has a great performance from Jay Kay. I am always amazed by this one.

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

For inspiration I’m looking more photographer than director’s it’s a good starting point for your imagination to start with, I told my self ok what the story behind this one and I start to have ideas from that. So I love photographers. For inspiration like David Lachapelle for the pop approach, Martin Parr for the humour, Asger Carlsen for the twist of reality, Nan Goldin for the emotion, Helen Levitt for the energy… I’m really classic but they are my main source of inspiration.

And for director’s I’m looking to movie director’s for example Xavier Dolan for Etienne de Crecy, Coen Brother’s and Kassovitz for Ichon, The opening title of James Bond for the Bonnie Banane video, Wes Anderson for Tiga… just to name a few everywhere you can find inspiration that make an echo to your project you just have to digest it a make it your own.

What are you listening to at the moment?

At the moment Jersey-Rap, and I can’t stop listening everyday to Lil Uzi Vert - Just Wanna Rock,  this puts me in a good mood. I love the energy and the mix between club and rap but tomorrow I will listening something else. I’m super curious so it’s very eclectic and when I work I’m listening to Narciso Yepes, mind blowing stuff, I just discovered it recently.

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

AI software in all forms and robotic tools for camera gears, it’s still expensive for the moment but mind blowing in term of visual narrative.

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

Lil Nas X, it’s kind of controversial and disruptive, but I would love to collaborate with him or the Weeknd. He is doing big production things, and I haven't worked much with male pop stars so It’s what I want to try.

Or in another style I would love to work with artist like 070Shake or Yseult a french singer I love their music. I  would love to work on the early beginnings of young upcoming artist...