Former Swedish House Mafia member Axwell has released the video for his joint track with vocalist Taylr Renee called "I Am." For the music video, Axwell and production duo Sick Individuals reached out to fans for submissions of original visual creations.
"We decided to try something a bit different for the video of 'I Am' and give new film directors the brief," Axwell told Rolling Stone. "Genero.TV [the platform they used] was a concept I'd liked for a while. We put it up on site and I didn't know what to expect."
Their crowd-sourcing method yielded high-quality submissions, pushing the artists to make the video a collaborative project with the help of a group of chosen applicants.
"The level of entry [was] really incredible," Axwell told them. "When we were over 40 videos in, I decided to get more than one of the directors involved in creating a film for all the versions of 'I Am.' It's been a great process to get this track out in so many ways and see so much fresh talent."
The video follows a missing person who is reunited with his family. He had been living on the street and was discovered by who brother's personal assistant. The video gets quite emotional but ends happily.
Matthew Laeng, who directed the video, told RS, "Most of what I shoot [is] highly influenced by my experiences. I enjoy making films that create some type of emotional impact the audience can relate to - whether it be through the characters, the visuals, or most importantly, the story."
Check out the video here, and let us know what you think in the comments section below!
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