Thank you for having me! I’ve been good – a busy start to the year which is great. Looking forward to seeing what the rest of 2019 holds!
Splitting your work between music and fashion – does the approach tends to change depending on the, say, format?
Yes always. My approach always depends on the needs of the project. No two music videos or fashion films are the same. For ‘Valentino’ we wanted to go with a light hearted, fun and entertaining approach to having your heart broken on Valentine’s Day.
How did you and Years and Years/MNEK get to meet?
I’d worked with MNEK previously on our video for ‘Girlfriend’ which was a blast. It came out last week so you should definitely go and check it out if you haven’t seen it already. I first met Olly on the shoot (although we did speak prior to filming). Both are awesome to work with. They’re such an incredible performers and have such a magnetism on screen. They’re also both great to collaborate with always exchanging ideas and thinking of new things to do and how to develop the narrative. It’s a great way of working.
Did you look at other videos by the artists to catch on perhaps any trends they tend to follow or you went with a clean mindset?
I always go in with a clean mindset. I always stay abreast of what is going on in the industry as it’s my passion and I enjoy watching new pieces of work. However, I always stay true to what the artist or brand wants to achieve with a particular video rather than try and shoehorn trends into something I’m doing.
A song that deals with the LGBTQ love themes as this one, but also the breakup aspect of a relationship – did it ever cross your mind to go for a fully sad and dark approach or was the initial concept always meant to be this a somewhat fun satire?
The approach was always about dealing with that fuckboi in your life and moving onwards and upwards rather than lamenting too much. It’s such an upbeat song it wouldn’t have fitted as well to go with a dark or sad approach.
Red plays a major role on this video – at first it may seem like an obvious choice, so how did you went on bringing a fresh new take into this?
I think there are so many elements that we turn on its head that it was important to have one of the key tropes of Valentine’s Day (the colour red) be prominent throughout this video.
What were some of the challenges did you encounter throughout the filming process?
Hahaha the filming process was certainly fun even with its challenges. The project (as most music videos do) came in at the eleventh hour, was shooting in a foreign country I’d never been to before and the narrative was still being developed throughout the process. When I landed in Stockholm we had no locations, equipment or crew. What is fantastic is that the video became a whole team effort with everyone pitching in. Especially Martha (Years & Years’ Manager) who essentially became our Art Director for the day. The challenges of the shoot made the filming process even more fun.
What else is happening next in Jordan Rossi’s world?
More! More! More! More pitching and more music videos. More everything!