M.I.A Releases Single “Popular” Music Video
Popular Drops with Music Video Cut by Modern Post Editor William Town
British rapper M.I.A releases the music video for her latest single “Popular,” directed by Arnaud Bresson and produced by DIVISION, with editing by Modern Post Lead Creative Editor/Partner William Town. The music video provides a timely commentary on what it means to be ‘Popular’ in today’s social media culture. The video’s aesthetic references the rudimentary format of a casting tape, in which M.I.A. teaches her clone to mimic the moves and attitudes that will supposedly make her ‘Popular’. The viewer may interpret the video’s narrative as questioning the influence that social media has on individual expression and whether we are creating an army of clones that copy what they see online.
M.I.A.’s lyrics explore self-love and success, while she sings about “loving herself” and “enjoying her best life.” The music video illustrates how life in the spotlight calls for a shart dichotomy between personal and public perception.
Click HERE to watch the music video.
William Town brings his unique talent for weaving stylized visuals in rhythmic pattern with captivating sound to the music video. With celebrated projects for top brands including Vogue, Dior, NIKE, Hugo Boss, Zara and Tommy Hilfiger, he has consistently crafted work that is at the forefront of fashion, music and image-making. From Calvin Klein’s CK ONE relaunch campaign in 2011 to Vogue’s ‘I Love New York’ Film in 2021, his campaigns are consistently recognized with award nominations and wins.
Credits
Production: DIVISION
Director: Arnaud Bresson
Executive Producer: Laure Salgon
Full post-production: The Mill Paris
VFX Executive Producer: Fabrice Damolini
Production Coordinators: Ghalia Chammat, Ewan Rosenstrauch
Post-Producers: Benjamin Cathala, Stephanie Mollet, Marie Cécile Juglair
ECD & VFX Supervisor: Franck Lambertz
Head of CG: Guillaume Parra & Guillaume Ho
Flame Artists: Franck Lambertz, Valentin Gingembre, Jao M’changama & Aurélien Teurlai
A.I. animation: French Faker
Animation: Alban Lelièvre, Alexandre Sauthier
Nuke Artists: Maxence Peillon, Tytouan Botte
Motion Designers: Olivier Jarry, Agathe Sayegh
SFX video shoot: Shaun Severi
Animation Clips: Jessica Miller, Vince Ibay, Miss Lauren
Robot & Choreographer: Dytto
US service Executive Producer: Daniel Yaro
Line Producer: Matisse Gaillard
Managing Partners: Dylan Underhill, Elizabeth Cook
1st Assistant Director: Jey Wada
2nd Assistant Director: Leland Smith
Director of Photography: Evan Prosofsky
1st Assistant Camera: Kocmos
2nd Assistant Camera: Double-O-Nothing
Production Designer: Brielle Hubert
Art Director: Matthew Toth
Sound Engineer: Ramon Cortes
Editorial: Modern Post
Editor: William Town
Colorist: Arthur Paux
Sound Designer: Unendliche Studio. Barthélémy Belleudy & Ladoire Eddie