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“The Reverse Music Video” is a unique, conceptual new offering from acclaimed filmmaker Joseph Carney made in collaboration with Juno-winning musician IAMTHELIVING. “The Reverse Music Video” was crafted through an idiosyncratic process, in which, Carney first filmed IAMTHELIVING’s loose vocal improvisations and built a story on the fly, then constructed a song by combining multitudes of takes, resulting in a song & music video unlike any other- one where the video came first, and then the music second. A holistic collaboration that showcases the two artists’ natural chemistry and keen eye for detail, “The Reverse Music Video” makes for a refreshing take upon music visuals in a current landscape where many are falling into the same patterns. Not only is the pair’s willingness to break boundaries and work outside the box highly admirable, but so is the craftsmanship itself- an enlivening combination of atmospheric R&B sounds from IAMTHELIVING and glowing, focused shots from Carney.
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