CREATIVE DIRECTION (vol. 1)

Creative ideas, visuals, campaigns, and cultural moments that are moving music marketing forward.

GENER8TION - STORM starring Young Lea

By now, you’ve likely seen GENER8TION’S music project with Romain Gavras called STORM. But if you haven’t, I recommend you take a few minutes to check out the video prior to reading my remaining commentary and takeaways (if only just to appreciate a good piece of art).

I’ve seen quite a lot of discourse online about why it’s being shared so frequently (thanks to Google’s AI Summary) but, when I checked out the comment section on Youtube, I found evidence of additional compelling reasons it has seemed to take off across the internet.

Google’s AI feature cited that rewatchability was a factor due to the quick shots and intriguing visuals. It also cited the choreography, which was certainly a huge element of the video’s appeal (along with the cinematic quality, overall storytelling, and superb acting on Young Lean’s behalf). But what Google AI failed to comment on was its own “hand” in creating a market for this really human type of art.

Some real Youtube comments found on the first page:

“In a world of ai slop. This is exactly what we needed.” -  @NightfallTrueCrime

“It feels like the first bit of real art that I've seen in a long time.” - @FraserSmall-q3m

“A.I. GOOD LUCK TRYING TO DO SOMETHING LIKE THIS. Gavras we love you, thanks to remember us what humans can do with art.”-  @giacomosantini3989

Takeaways:

People not only appreciate, but they crave art and will sit through a 7 minute video if the art is captivating enough. Our attention spans might not be as broken as we think. Short form art on the internet is now dominated by AI slop, as we are all well aware. That will have broader implications, as I personally believe longer content made by humans is what we are going to put our attention toward because we can trust it.

Ultimately, though, what set this music video apart is just how reliant on the HUMAN every element required. The video wouldn’t be the same without the mesmerizing choreography of the choir of school boys. Nor would it be the same without the impeccable acting of Lean. Nor would it be the same without the emotions the director, Gavras, was able to evoke through his cinematic storytelling…Nor would it be the same without a great song to accompany the visuals. It hit the mark on all aspects of the art, and this is a pure example of when “the whole is greater than the sum of its parts.”

— Tori