Conceptual storytelling for a rising Decca Records artist
In search of fresh storytelling and the ability to build a connection with fans, Decca Records selected The Elephant Room to create a four-part music video for the release of a new EP from up and coming artist Xam Volo. The need was to better connect Xam’s distinct music, Neo Electronic Jazz, to his main audience, reaffirming his creativity, vision and philosophy whilst also looking to grow his fan base.
We reinvented the video EP through emotional storytelling, crafting a visual style that represented his unique genre that bridges the old with the new. Through collaboration with the best upcoming young filmmakers and producers, we were able to bring a fresh perspective to a traditional and classic era.
Enlisting visual artist Koby Martin to create the EP artwork and individual single covers, we created a body of work designed to sit across multiple digital and physical media.
We established brand partnerships with fashion retailers Missguided and Mennace, styling Xam, our lead actors and extras. They took on a genuine place in the music video without being so overt as to distract from the artist and his music whilst allowing their products to shine. The result was a beautiful piece of visual and cinematic storytelling that the artist is proud to call his own.