Hailing from across the pond, U.K. natives IAMTHELIVING and Joseph Carney linked up over the last year, which lead to some interesting conversations. Known for their abilities as a songwriter and filmmaker, respectively, the two decided to do something different and craft a music video before even having the song finished. Impressively, this resulted in the engaging new visuals for IAMTHELIVING’S new single, “The Reverse Music Video.”
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, so is the craftsmanship itself — an enlivening combination of atmospheric alternative R&B sounds from IAMTHELIVING and glowing, focused shots from Carney that inspire a feeling of clarity.
Take a peek at the video below and get familiar with the impressive duo.