The-Artery has brought to life a trippy, remote music video for two-time Grammy nominated musician J. Views.
Directed by The-Artery founder/executive creative director Vico Sharabani as well as J. Views, the video, entitled “Featuring,” captures, through superimposed compositions, J.Views and an accompaniment of international musical artists performing a song about uncertainty and perseverance during this ongoing lockdown period. The performances were filmed independently from the safety and comforts of everyone’s own homes.
The concept for the music video emerged spontaneously after J.Views shared a brief clip of himself playing a thumb harp on Instagram and prompted his worldwide followers to add musical layers to the loop. Spearheaded by The-Artery’s managing director and executive producer Deborah Sullivan, editor Michael Elliot, along with Flame artists Asaf Yeger and Aarif Attarwala, content was then curated into an official and cohesive track. “There was no traditional form of pre-visualization involved. Our mantra for the work was ‘feel more, think less,’” Sharabani explained. “The pieces were truly moving and heartfelt, much needed inspiration and entertainment during this unprecedented time.”
Supporting musical artists include Iris Lune, Solange Prat, Bay Ledges, Ateller, Chase Jackson, Youngteam, Sabina K, 1clap, and Jérémy Giraudeau–who hail across New York, Los Angeles, Paris, Buenos Aires, Tel-Aviv, and Berlin. The footage was primarily shot through iPhone video recordings.
“Our team’s no stranger to remote operations,” said Sharabani. “Our process and model have always been to take on ambitious endeavors and narratives, many of which are helped by technology and still hold up today. The industry thrives off seemingly insurmountable challenges. My advice for fellow studios, agencies, and brands working from home, structure projects like meditation. Be present, relax, and create freely (but with a set vision in mind).”
J.Views added, “Interestingly enough, since everything happened all at once, I haven’t officially met the rest of the musicians in-person. Fortunately, I’ve collaborated with Vico many times in the past and we share the same energy and passion. The most beautiful thing to me is that The-Artery’s capabilities and resources lineup with their ability to deliver seamless visual solutions to an immediate project with an immediate release date.”
“Featuring” is now available across Spotify, Apple Music, Facebook, Instagram, Twitter, and YouTube.
