I’m working on the music video treatment for DJCXL’s debut single “My Love” featuring J Williams.
It’s an interesting juggling act: being a “new” artist launch coming from the genre of hip hop and featuring an established R&B label-mate means the video has to stay true to its overriding creative force (DJCXL – hip hop Producer) and yet maintain enough of the image and character of its major guest star (J Williams – R&B artist). J comes from a smooth, younger, female-demographic, R&B angle while CXL’s style is an older, rawer, rootsier hip hop aesthetic – in other words, the concept can’t be too polished, overly-commercial and “youthful” (like J) but it can’t be so raw, “real” and “mature” that J’s vibe doesn’t work with it.
As always, though, it’s about the music at the end of the day and fortunately the track is great and breezes by without any inkling of the aforementioned juggling act even raising its head – that “concern” is purely my own consideration to work through. Ultimately, my job is about finding the essence of both artists in the music and taking it from there.