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Why Keith Schofield Put Himself in His Latest Music Promo

Behind the Work 390 Add to collection

Caviar director on getting fully meta for Stylo G and Jacob Plant’s ‘Bike Engine’

Why Keith Schofield Put Himself in His Latest Music Promo
Caviar director Keith Schofield is no stranger to outlandish and visual music promos. He is, though, a stranger to being in front of the camera instead of behind it. In a bid to make his recent film for Stylo G and Jacob Plant’s ‘Bike Engine’ more personal, that’s exactly where he is. The film begins with a group of leg-less men lusting over a torso-less pair of female legs, before things turn and the camera reveals Schofield sat on set with Stylo G and Jacob Plant, who look a tad concerned by his side. After heading home and knocking up a bowl of microwave ramen, he checks out the online reaction to his film - which turns out to be pretty cut-throat. 

LBB’s Addison Capper asked the director about what inspired him to put himself in one of his videos.

LBB> What inspired you to put yourself in the film?
KS> I’ve found myself thinking about how I’ve done all of these high concept music videos, but rarely is anything personal. I tend to hide behind gimmicks and spoofs with ironic detachment. And so I was drawn to the idea of putting myself into the video. Of course, because I think in gimmicks, I came to the conclusion to literally put myself in the video and show all of my insecurities on screen. 

LBB> How did you find the act of directing yourself?
KS> Not fun. I was too fidgety. If I was directing, I would have told myself to relax. 

LBB> Would you say that you played ‘yourself’ in the film or a stylised character?

KS> It’s pretty accurate. Although there’s a dash of hyperbole in there. 
LBB> In order for your part to work, the first half of the promo had to be quite controversial - content that could have the potential for debate online. How was it for you to think like that? Did you have to work differently to usual?
KS> Actually, that was the first part I thought about. Torso-less asses and half-bros. But then, I kept thinking about how I’d sort of already done this video before, and what would people think - and it just took off from there.

LBB> Do you like to check online opinions of your work? Why?
KS> Yeah definitely. You spend a month working on something; you’re eager to hear if people get it; if they think it’s funny, etc. Unless I’ve made a terrible video. In that case I don’t read anything.
LBB> What has the reaction been like to Bike Engine?
KS> Pretty good! People seem to get it. And any negative reviews I just attribute to the audience playing along with the characters in the video.
LBB> What were the trickiest components and how did you overcome them?
KS> We struggled trying to figure out the dancing scene. We finally came upon a solution involving a crewmember dressed completely in green holding the actor by his waist and then allowing him to fall off. Although it was better in rehearsal.
LBB> And how about the most memorable?
KS> The aforementioned green screen guy wasn’t wearing a proper green screen suit, but rather a disturbing mishmash of leftover green cloth. On set we called him Green Ku Klux Klansman. He is the stuff of nightmares.

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Genres: People, Visual VFX

Caviar, Tue, 27 Sep 2016 13:44:40 GMT