NEW YORK CITY — The-Artery (www.the-artery.com) recently created a new music video for J. Views that called on the artist’s Instagram followers to add their own musical contributions. The Featuring video was directed by The-Artery’s founder and executive creative director Vico Sharabani, as well as J.Views himself. Imagery appears in the vertical format, as much of it was captured using iPhones.
The concept for the music video emerged spontaneously after J.Views shared an Instagram post of himself playing a thumb harp. The clip inspired his worldwide followers to add musical layers to the loop. Performances were filmed independently from the safety and comfort of each contributor’s home. The ultimate track is a heartfelt song about uncertainty and perseverance during the ongoing quarantine.
The-Artery used Adobe Premiere and After Effects, along with Autodesk Flame to complete the project, which takes on a trippy feel, with superimposed elements and highlights of different contributors. At times, the raw video appears, giving the viewer insight into how the collaboration came together. The supporting ensemble of voice and musical talent includes Iris Lune, Solange Prat, Bay Ledges, Ateller, Chase Jackson, Youngteam, Sabina K, 1clap, and Jérémy Giraudeau. Collectively, they represent a global talent pool that spans New York, Los Angeles, Paris, Buenos Aires, Tel-Aviv and Berlin.