Meet the new wave of directors freeing music videos from the shackles of the MTV playlist
How they got started, where they get their ideas from, and what their favourite videos are
Klaxons' Echoes, directed by Saam Farahmand
Saam Farahmand: Publicity-shy director who's shot for Janet Jackson and the xx
Hits Janet Jackson – Rock With U; These New Puritans – Elvis; The xx – Islands; Cheryl Cole – 3 Words
What's the oddest thing you've done in the name of a pop video? I suspended Janet Jackson in mid-air and poured a vat of honey over her to make an effect. A smarter person might have created this effect on a computer in 10 minutes …
Do you prefer directing megastars or new bands? When you work with a new band, your decisions can form their identity. Big DIY with imaginary budgets is how I roll.
Where do your ideas come from? My background was, weirdly, in science and art.
Why are music videos important? Music videos are often spoken of as "low culture" because of their accessibility, so it's great when a song is given a lease of life through the video.
Favourite video Madonna – Open Your Heart
Worst video It's one of my own but I can't tell you which.
Kinga Burza: Video romantic who's shot promos for Katy Perry, Kate Nash and Marina And The Diamonds
Hits Katy Perry – I Kissed A Girl; Kate Nash – Foundations; Peaches – I Feel Cream
How did you start? I did my first video for my ex, who was in a band. Then I found Kate Nash at a gig. She grew with me; she hadn't been filmed before so we were both learning.
What's the best thing about your job? I listen to a track and something comes into my head. I then make it a reality. It's never going to be exactly as it was when I first heard it, but it's so satisfying.
Why are female video directors so rare? I don't get why there are so many men; it's not like I'm a mechanic. I'm just kind of girly anyway.
Where's the oddest place your work has taken you? With Katy Perry's video I had five days to do and … we ended up using a castle where they'd filmed porn and horror films. But there was one white room. The runner had to clean it a lot.
Favourite video Michael Jackson – Thriller
Worst Carly Simon – Why
Marco Brambilla: New York-based artist who teamed up with Kanye West for Power
How did the team-up with Kanye come about? He approached me after seeing my piece Civilization [a Dante's Inferno-style epic]. My first response was that videos weren't something I did, but he's a risk-taker and let me do what I wanted.
What was the idea behind it? I kept coming back to the lyric about how "no man should have all that power". It's a comment on how celebrities are built up and brought back down by the public.
Was it tricky to put together? I photographed Kanye and made a collage using Caravaggio and Michelangelo paintings. It took me a week on Photoshop to work it out.
Would you do another pop video? Kanye is a one-off, I think. Right now, I'm doing a piece called Evolution. It's a sequel to Civilization, a sideways scroll in 3D. It's taken 14 months to do.
Favourite video Elton John – I Want Love
Worst video You could put 20 hip-hop videos together and it would be hard to work out who was the artist.
Nova Dando: Designer who works with Kele Okereke and La Roux
Hits Klaxons – Echoes; MIA – Jimmy; Hercules And Love Affair – Blind; La Roux – Bulletproof
How did you get started? I moved into a warehouse building and Saam [Farahmand, video director] was my flatmate, and all my friends were in bands.
Did you want to work with videos when you grew up? I was obsessed with MTV. I kind of meandered into this job and didn't think about it, but it's good because I can reference any music video.
Where's the oddest place work has taken you? I did the Top Of The Pops special with La Roux and got to be in the audience. I had wanted to be on Top Of The Pops for ever.
Any plans to work on a film? I like the fast pace of videos. I would like to do a film, but in a few years. At the moment, my ambition is to do a world tour with someone like Kylie, Madonna or Grace Jones.
Favourite video Peter Gabriel – Sledgehammer
Worst video Steklovata [Russian boy band] – Nowiy God
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