Grafix is very well known for forming half of the DnB duo Fred V & Grafix (check out this viral video I did for them back in 2012), however they have now split up, and Grafix has started to produce music as a solo artist. Part of the process of establishing a new identity as a solo artist is to create a new visual aesthetic. I was hired by the label to create a music video that formed a strong driving force in that process. The success of this first video resulted in being hired 4 more times to keep reinforcing this visual identity with continued music videos in the same style for featured singles.
Radiance
2019
Using the official photos Grafix uses for press and online profiles as a reference, I was to create a video that embodied this visual style, playing on the beige/black border combination and use of an inverted monochrome colour palette, which is synonymous with the new Grafix as a solo artist.
The idea for the video was to use visually stunning footage, and to edit in an aggressive and abstract, yet visually pleasing way, to reflect the heavy hitting track and create something with a very unique visual style that hasn’t been seen before.
We went and shot with a drone up in the mountains somewhere where I’m not allowed to say, just before the last of the snow had melted. I thought that this snow coverage would give the footage more impact, and the cold harshness would help to compliment the track – a typical sunny drone video wouldn’t have fit the bill with this one! The shoot actually got postponed for 3 weeks as there were many very heavy storms, which resulted in lots of snow to film but absolutely impossible and dangerous flying conditions. We decided to finally bite the bullet and just risk it as we were running out of time. The forecast had predicted scattered storms, but we were extremely lucky and had near-perfect flying conditions. The cloud cover also helped to add a menacing and eerie ambience (as seen in the introduction of the video), and the sunset above the clouds was absolutely incredible.
I edited the footage in a way that pays attention to every detail in the track, adding numerous overlays, glitches and geometric shapes, slicing the footage up in an abstract way, and taking the viewer on a rollercoaster ride with impossible drone manoeuvres. The result is not your typical drone video!
Released: May 2019
Acid Generation
2019
Shortly following Radiance, I was contacted again by Hospital Records to create a music video for Grafix’s new single Acid Generation. The track was a massive nod back to the 90s rave scene, and as such I was to create a video that represented this. I managed to source some 1995 archive footage (kindly provided by Triple Ex Promotions), some old news/documentary footage, and edited this together with footage of Grafix playing out at gigs & festivals, to create a video that illustrated perfectly what the track represented, while maintaining the beige/black border style.
Released: July 2019
Zephyr
2020
In 2020 I was hired to create the music video for Grafix’s Zephyr. A similar video was required to the one I made for Radiance, however a bit more sunny and uplifting, to fit the track. This time using stock footage, I created a video that embodied the elements that were to become synonymous with Grafix’s videos: intense and highly edited drone footage, mixed with geometric shapes, sat inside a beige/black border that reacts with the track.
Released: May 2020
Onyx
2020
Later in the year Grafix was back with Onyx. The cover art featured an abstract image of inside a blue diamond, and I was asked to make something aggressive and abstract to reflect the cover, while sticking to the colour palette of the artwork and maintaining the signature border style.
Released: October 2020
Underground (Grafix x Lee Mvtthews)
2021
Contacted directly by Grafix’s management, I was hired to make another video for a new collaboration between Grafix & Lee Mvtthews, in my signature style. Lee Mvtthews are from New Zealand, and Grafix had just toured over there, so I was asked to make NZ a prominent feature within the video. I used stock drone footage all shot in NZ, and mixed this with footage of Grafix & Lee Mvtthews playing out at gigs and festivals. This was edited in an aggressive and psychedelic way (such as in Radiance & Zephyr) and again with geometric shapes and the reacting beige/black border.
This was to be the last video I would create for Grafix in this style, as his branding and visual identity has now evolved since he first went solo in 2019.
Released: October 2021