Jamie xx and Romain Gavras release dystopian music video for Gosh

1 July 2016

Jamie xx and director Romain Gavras have released a new video collaboration today (1 July 2016) on Apple Music for single Gosh, from last year’s Mercury Prize nominated album In Colour.

The video is shot by cinematographer Mattias Rudh through a series of long tracking takes, with sharp cuts. The narrative follows four white-haired, white-clothed, gold-grilled-tooth protagonists; their own disconcerting idiosyncrasies stand in stark contrast to the state-sponsored, eerie homogeny of the masses depicted moving through the totalitarian landscape in unison.

Drone photography piloted by Malan Thinus is used throughout to capture this dystopian aesthetic, capturing over 400 extras as they move in hypnotic synchronicity.

The teaser was posted to us here at It’s Nice That in a gloriously homemade DVD sleeve, the kind you might expect flogged to you for a fiver down at a market in Peckham. The artwork comes complete with pixelated imagery and wordart circa 2004.

Romain is famous for his work on M.I.A.’s Born Free and Bad Girls videos, while frequent collaborator Hannah Edwards delivers the costume and styling. Swedish Cinematographer Mattias is famous for his shooting of Robyn & Röyksopp’s Monument, and commercial work for Vogue and Volvo.

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About the Author

Jamie Green

Jamie joined It’s Nice That back in May 2016 as an editorial assistant. And, after a seven-year sojourn away planning advertising campaigns for the likes of The LEGO Group and Converse, he came back to look after New Business & Partnerships here at It’s Nice That. Get in touch with him to discuss new business opportunities, and how we can work together on creative partnerships, insights, experiences or advertising.

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