The Briefing Room

Popular Viral Music Video Delivers Sincere Narrative of the Spirit of GIRLS

New York, NY – (November 19, 2009) – Directing duo Aaron Brown & Ben Chappell (Focus Creeps) recently traveled to NYC edit house Company X to create the Director’s Cut for “Lust for Life,â€? the lead single off GIRLS’ critically acclaimed album titled “Album” (True Panther Sounds/Matador). With a stash of unused footage and a vision to shift the music video genre into brave new territory, the directing duo tapped acclaimed commercial and music video editor Bruce Ashley for an alternative narrative perspective. For Company X, regarded for editing high-end commercials and music videos, contributing to such an extraordinary piece was a unique opportunity, creatively, to do something edgier in the music video realm.

The official video for “Lust for Lifeâ€? initially hit the Web last August as a primer for the critically acclaimed indie outfit GIRLS’ much-anticipated release of “Album.” Both versions feature a boisterous, wanton cast (most of whom are various modern indie artists and friends of the band) indulging in the androgynous glamour of lead singer Christopher Owens, as they mime his infectious pop lyrics teetering on youthful innocence and hedonism. The Director’s Cut achieves a similar vibe, but this time implementing unseen footage with a little more playful exhibitionism from the cast.

To view the Director’s Cut of “Lust for Life,� please go to: http://companyx.tv/Girls/ (WARNING: Contains Nudity)

“Aaron approached me for the project, with a slew of footage, wanting a different perspective,� recalls Ashley. “While both cuts are aesthetically similar, we were able to achieve our goal to create something different from the original ‘safe’ version and not regurgitate the same material.�

After just two nights in the edit suite, the trio delivered the revised treatment, a closer, less inhibited representation of Chappell and Brown’s creative vision, which entailed palliating ubiquitous cultural taboos. Exploitative? Not according to Brown & Chappell. The duo insists their creative choice was not merely for shock factor: conceptually, the video aspires to somewhat blur the lines of online media and offer a more sincere narrative exploring the spirit of the band.

“Whether it’s music, advertising & branding or, even, the adult scene, the daily bombardment of online entertainment is genre-driven, each with its own schools and cliquey scenes,� comments Director Aaron Brown. “We wanted to transcend, go beyond demographics and make a video that bleeds between the proverbial lines. And as ugly as it may sound, nudity sparks interest, especially in the online arena.�

Conversely, Company X Editor Bruce Ashley adds that “Lust for life� hearkens to the heyday of music video making when productions were less commercial.

“It’s exciting to do a video with a less formulaic structure of performance vs. narrative,� says Ashley. “This video appeals more to your sub-consciousness than your standard linear story telling sensibilities. It opens interpretation for the viewer, tweaking your curiosity and making it more engaging and entertaining.�

According to Brown, the making of the video took its own personality, naturally evolving out of a circle of personal and creative relationships. It all started with singer-songwriter Christopher Owens’ layout design for “Album,” the inspiration for the video.

“Chris is really into taking pictures of his friends,� comments Brown. “The band has an explicit spirit and I wanted to play off that. We invited friends and artists personally connected to GIRLS to be a part of the video. It just made sense in terms of capturing the band’s spirit, and, of course, it coincided perfectly with the impetus for the concept aesthetic, Chris’ photography.�

In keeping with the photographic inspiration, Aaron tapped friend and photographer Sandy Kim to reunite a group of girls who she had recently cast for a photo shoot. Additionally, Aaron recruited Hunx, leader of Bay Area band Hunx and His Punx for a scene, as the two had long discussed collaborating on music video. The rest was history.

“Hunx fit perfectly into the video’s concept,â€? remarks Brown. “We shot at his house and got the perfect one-take — slightly graphic, but still innocuous and cute,â€? says Brown. “A lot of the unused footage from that shoot was right in line with the concept behind the Director’s Cut.â€?

The video utilizes an array of film medium including Super 8 and Nikon digital cameras. Focus Creeps used DSLR’s, (interchangeable lenses) to create an array of different film aesthetics before treating the footage at Company X. The edit sessions were completed in just two days: The trio powered through a solid cut on day 1, then made feedback and final changes on day 2.

“The edit sessions were very freeform, giving the video a montage stream of consciousness feel,â€? comments Ashley. “We went with our instincts and didn’t over analyze. The process felt more like creating a contemporary painting — very similar to how I used to cut music videos back in the day, just going with your instincts. It was fun getting back in that groove.â€?

“Bruce is sharp and a genius with narrative,� remarks Brown. “As an artist, shaping the narrative is a cool process. The edits brought cohesiveness to the video, even if abstract. Each clip flows coherently, reinforcing the song and maintaining its energy and carefree, playful tone.�

In light of the current landscape of the music video medium, Ashley believes “Lust for Life� is a unique success: “There’s little budget for making music videos these days. You have to be more underground and revolutionary, even experimental as an artist,� says Ashley.

“Music videos today can be seen as a shallow medium, concludes Brown. “I enjoy finding ways to keep them fresh. We view the video as more general entertainment. Whatever it’s labeled, we hope even the old folks remember it. More importantly, we hope it works for GIRLS.�

For more information on Company X, visit: http://www.companyx.tv/
Focus Creeps: http://www.focuscreeps.com/Site/FOCUSCREEPS.html

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