While acclaimed filmmaker Joseph Carney now resides in New York, he was raised in the UK and formerly based in Vancouver when he created “The Reverse Music Video” with Juno-nominated recording artist IAMTHELIVING. Raised in London but based in Vancouver, IAMTHELIVING’s refreshing alternative R&B sound and focused songwriting pairs effortlessly with Carney’s detail-rich, warm cinematography here on their new release “The Reverse Music Video”, making for a uniquely conceptual offering that is easy to keep re-visiting.
“The Reverse Music Video” was crafted in an idiosyncratic manner- for the visuals, Carney first filmed IAMTHELIVING’s loose vocal improvisations and built a story on the fly, then constructed a song by combining multitudes of takes, resulting in a song & music video unlike any other- one where the video came first, and then the music second.
The visuals and audio for “The Reverse Music Video” are a match made in heaven, with airy, atmospheric sonics from IAMTHELIVING and warm shots from Joseph Carney melding together to create a refreshing, focused feel. Sleek, smooth editing and glowing coloration do well to enhance the song’s laid-back, graceful style, immersing one in a captivating viewing and listening experience.
A holistic collaboration that showcases the two artists’ natural chemistry and keen eye for detail, “The Reverse Music Video” makes for a refreshing take upon music visuals in a current landscape where many are falling into the same patterns.
Connect with Joseph Carney: Vimeo | Instagram | Twitter
Connect with IAMTHELIVING: Spotify | Instagram | Twitter
Watch “The Reverse Music Video” here now: