Holy moly you guys, THE FUTURE IS HERE. Today marks the debut of the first ever completely shoppable music video ever. That's right, that means you can click on every look that the artists, who are in this case, FKi and up-and-coming (super hot) Australian rapper Iggy Azalea, in the video are wearing, and buy the exact pieces. WHAT EVEN. The video for "I Think She Ready" (produced by Diplo, who also makes a cameo in the clip) debuted today on SSENSE.com, a high-end online store, and every look in the video was not only hand-chosen by the SSENSE styling team but can also be purchased right on the site simply by clicking on the S logo in the scene. Basically this is only really pertinent to you if you can afford $695 Givenchy cuff bracelets (which, if you can, my birthday is coming up and you can contact me directly for my mailing address thanks!) but it still has implications for the rest of us normals, as I'm sure this won't be the first of its kind.
We got the chance to chat with the video's director, Alex 2-Tone, and ask him some questions about this revolutionary video. Here's what he had to say:
1. What inspirations did you draw from when you came up with this video concept?
The scene where they were sitting outside, in front of the weathered white wall came from Do the Right Thing when Robin Harris, and the rest of the old guys are sitting around, drinking and talking smack. Even the one on the orange ledge lends itself to that movie a bit...
The other stuff, the bubbling mystery juice, syrup wall, weird smoke backgrounds, were inspired by the lyrics. I was trying to slightly allude to an altered state, without being too literal.
2. Did you conceptualize or film the video differently knowing it was going to have an interactive/shoppable format?
Yeah, there was definitely attention paid to clearly depicting the looks, and I knew we had to let the looks live for a minute in order to implement the technology, but it wasn't anything that got in the way of our jobs....
3. What was it like working with Iggy Azalea?
Iggy is a bad Em-Effer. She will do anything asked of her for the shot at hand. When we shot that stuff walking through the fashion district, (guerilla-jump out of the van-style), people were literally stopping in their tracks and making that "WTF" face, and dropping their bags.
It wasn't that everyone knew who she was, but they did know she's a star. When the lights go on she kills it, and also, the camera loves her....
When we shot "My World" I was telling her not to get the gold cotton candy to close to her mouth, because it was made of steel wool and gold spraypaint, but she damn near bit a chunk out of it in the heat of the moment. You can see where she's licking it in the video.
4. Did you have any input into the styling decisions, or did you factor in the clothing into your shots?
I didn't have a crystal clear idea in regards to the looks, and I was a bit worried about them as the shoot date came closer, but when the Ssense people showed me the looks they pulled, I was impressed.
They put together gear that really worked for each artists personal style. The artist were really into the gear, which really helps. Ssense killed the styling, top-notch.
5. What are you working on next?
I am currently editing a video for Jeff Bhasker, (he's a producer behind a lot of big artists), cutting a mini-doc I shot with a friend of mine for a new clothing company called BornXRaised (also acting as design director for BornXRaised), shooting two more videos for Hypercrush, cutting the rest of the videos in The Hundreds/Seventh Letter collaboration series, writing for a couple of exciting projects (two of them videos, the other a 30 min branded content/doc), and working on some drawings for an art show with a couple of friends coming up in a week. It seems like much more than it is. I'm really just sitting around waiting for Sunday to watch Game of Thrones.
WATCH THE VIDEO HERE.