Project Overview

The music video for “Roots” by M.I.C is a vibrant and engaging visual representation of the artist’s journey, blending past, present, and future. This project was a collaborative effort between myself, Linus Kirbschus, and my colleague from film school, Reyhaneh Scharifi. Together, we conceptualized the video, consulted with the artist, and brought our vision to life.

Concept and Inspiration

The concept for the music video was developed through extensive brainstorming sessions with M.I.C, ensuring that the visual narrative aligns with the song’s themes. “Roots” delves into the origins and formative experiences of the artist, portrayed through locations significant to him. As a news anchor, M.I.C guides us through the song, appearing in various roles at places important to his life. We drew inspiration from various sources, including the news anchor aesthetic seen in G-Eazy’s “I Mean It” and the dynamic zooms and cuts from A$AP Rocky’s “A$AP Forever”. This blend of influences helped us create a unique and compelling video that stands out.

Production Process

Locations and Shooting Dates

1. Kirchdorf-Süd – January 27, 2021
2. Barber Shop Rowdy – October 31, 2020
3. Green Screen Room – October 6, 2020
4. Green Screen Room (additional) – February 17, 2021
5. Loki Schmidt Botanical Garden – October 22, 2020

Green Screen Studio

In the green screen studio, we created a news anchor setup with a digitally added background. To avoid green shimmer on the artist and props, we used red rim lights. A dolly shot, improvised using a pushable cart, added a classic news studio feel. We also captured behind-the-scenes photos to document our process. Additional green screen assets included a floating TV and water pouring effects for creative visual elements.

Specific scenes involved M.I.C performing actions like opening a diaper with a note that says “you flow” and popping a balloon filled with flour to match the lyrics “popping like fucking balloons.”

Barber Shop

The scenes in the barber shop feature M.I.C getting a haircut and a shave, integrating an old TV as a recurring motif throughout the video. The barber shop sequences also symbolized the personal grooming and transformation aspect of the artist’s journey.

Botanical Garden

The Loki Schmidt Botanical Garden provided a setting reminiscent of Sicily, reflecting the artist’s roots. Palm trees and warm plants were essential in creating this atmosphere, aligning with the song’s narrative. Here, the artist, in the role of a reporter, interacts humorously with the surroundings, adding a light-hearted touch to the video.

Kirchdorf-Süd

We utilized the repetitive architecture of block apartment buildings in Kirchdorf-Süd to enhance the video’s aesthetic. Shooting at night allowed us to play with interesting light colors, adding depth to the visuals. This location represented the more grounded, urban roots of the artist, contrasting with the other, more exotic locales.

My Role and Responsibilities

As the director of photography and post-production lead, I handled all the camera work on set and oversaw the entire post-production process. My responsibilities included creating the graphics and ensuring the final video met modern technical standards. Reyhaneh provided invaluable conceptual assistance and helped refine the final product. We both made cameo appearances as extras in the final shot, adding a personal touch to the project.

Challenges and Solutions

Throughout the project, we faced several challenges, including adhering to Covid-19 safety measures and managing a small team. By utilizing our own resources for equipment, locations, and props, we kept the project within budget and ensured artistic freedom for both the film team and the musician.

Final Product

The completed music video for “Roots” not only supports the song’s lyrics but also incorporates comedic elements and a cohesive color scheme. The result is a dynamic, engaging video that resonates with the audience and honors the artist’s vision.

Thematic Elements

Roots and Origin: The repeated line “I know my roots, bitch, I know where I’m from” emphasizes the artist’s connection to his origins, which is a central theme of the music video. This connects to the visuals showcasing significant locations from the artist’s past.

Struggles and Achievements: Lyrics like “Started from the bottom this shit is your krypton” and “It’s time to prove them all wrong” indicate overcoming struggles and proving oneself, which are visually represented through the artist’s journey and various stages in his life.

Contrast and Duality: The lyrics also show a contrast between the present and the past, and between different personas, such as the “news anchor” persona and the “real” persona. This is visually depicted by the news anchor leading us through the song and appearing in different significant roles.

Humor and Irony: The lyrics contain elements of humor and irony, such as making fun of others while being self-deprecating. This is depicted in the video through playful scenes and the artist’s interactions with the environment, like “biting into a baguette and rapping with a full mouth” or using props like balloons and skateboards.

Feel free to explore the behind-the-scenes photos and videos that capture the essence of our production journey. We hope you enjoy watching “Roots” as much as we enjoyed creating it.