English singer-songwriter SKOLES places himself by the last word, excruciating check within the video for his debut single “Am I Going Too Crazy,” premiering immediately (Sept. 26) on Billboard.
The video begins with a harrowing leap that places the singer (née Jack Edwards) right into a dire battle for survival. It’s a gripping and tense expertise that places the tune’s inner torment into plain, gut-wrenching view.
“My crew and I had the final thought for this video fairly early on within the manufacturing course of whereas I used to be engaged on the tune,” Edwards tells Billboard. “It’s determined and driving, and the tune is concerning the guilt of making an attempt to maintain one thing going irrespective of how a lot it was costing me psychologically and emotionally. It needed to be uncooked, visceral and determined to match that.”
The idea stepped up a notch when director Joe Mischo, credited as BRUME (Camila Cabello, Clean Bandit), got here on board and recommended the manufacturing needs to be recorded on movie. With only some takes to spare by this course of, Edwards thought he’d depart the performing chops to another person, so “we stored pushing the artistic — making it weirder and extra intense.”
“Then every week out from the shoot, the therapy began coming again as ‘Jack sprints after the digicam…’ and I noticed I used to be in deep s–t," he provides.
The ultimate product delivers on the emotional stakes of the tune and provides a visible that drives house the battle of letting up or pushing ahead. Most importantly for a rising artist like SKOLES, it matches the precise picture he envisioned when the tune got here collectively.
“I made it clear that I didn’t need to make a video the place it’s about how cool I may look. I needed the precise reverse,” he stresses. “I believe we nailed that. I look and felt like s–t, and that’s the purpose. That’s the tune. That battle and self-exhaustion is the entire level.”
Check out the video for “Am I Going Too Crazy” (Stardog/Republic Records) under.