Mon, 08 Mar 2021 13:32:41 GMT
Launching in celebration of International Women’s Day (March 8), NYC-based music agency Groove Guild has released a new music video for Machines A.T.O.’s 'Like Girls' track championing the infinite possibilities and potential of tomorrow’s most sensational successes: girls. The video features a variety of young girls unapologetically owning their unique talents and perspectives. From a girl crushing it as a horseback archer, to another rockin’ it out in a unicorn onesie and roller skates, to a toddler mastering science experiments, the video intercuts fierce girls with lively retro neon graphics - and even features a cameo by a 'legendary so iconic' female celebrity.
Featuring Atlanta-based artist Kali J., the anthemic 'Like Girls' title track instantly grabbed national attention when it was featured in-show during the 2020 Nickelodeon Kids’ Choice Awards. Currently, the song is included in the high-profile Apple Music playlist 'Who Runs the World', alongside the likes of Taylor Swift, Ariana Grande, Lady Gaga, and Beyoncé.
The music video was crafted amidst the pandemic with user-generated content, punctuated with punchy graphic overlays delivering a vibrant visual aesthetic. Groove Guild tapped director David Lord, along with Nice Shoes editor Dan Suter and colourist Maria Carretero, to bring the video to life while collaborating remotely.
“Addressing and supporting female empowerment through the power of music is very meaningful for us,” notes Al Risi, Groove Guild’s founder. “When conceiving the overall approach to this project, we very pointedly decided to focus on themes of self-confidence and inner-trust.”
“Young girls are a force to be reckoned with,” added Groove Guild’s creative director and partner Paul Riggio. “Our goal with the Like Girls EP was to create songs to get them smashing through more glass ceilings, and this music video is an extension of that mission.”
“Ultimately, to complement our raw, fun production approach which uses every kind of footage imaginable, we chose to tie everything together with bold graphics, glitches, and typography,” Lord explained. “That’s where the immense skills of editor Dan Suter and colourist Maria Carretero of Nice Shoes really shine through.”
“The song has a high energy, and a great message that’s needed right now,” Suter commented. “Growing up with a strong mother and sister, I immediately wanted to be part of this piece encouraging and reinforcing confidence in young women.”
The project also inspired Nice Shoes Executive Producer Tara Holmes: “When I heard about the concept from Groove Guild, I loved how it just felt pure and empowering,” she said.
The creators also chose to include some “flyboys,” who cheer the girls on. “We thought it would be a fun device to include boys in the film and have them say the words ‘like girls,’” said Lord. “This little role-reversal flips the script of what music videos have done in the past, using ‘fly girls’ to support songs.”
In step with the video launch, girls around the world are encouraged to join the #LikeGirlsChallenge by filming short clips showing off their talents and interests, from dance moves to trick shots, science projects, and technical feats. To take part, viewers can use the hashtag #LikeGirlsChallenge, and feel free to use the “Like Girls” song as the soundtrack.
'Like Girls' and other songs from Like Girls! Songs to Inspire and Empower are available on all major music sales and streaming platforms. Visit https://www.machinesato.com and follow @MachinesATO on social for updates.view more - Creative
Genres: Music & Sound Design
Categories: Music video, Short Films and Music VideosGroove Guild, Mon, 08 Mar 2021 13:32:41 GMT