"KNOW GOOD’s label rejected my treatment with a simple explanation: music videos are dead.
We disagreed.
Without label backing, KNOW GOOD funded the video themselves. There was no major production company, no traditional infrastructure, and only an extremely small crew. My producer doubled as my 1st AC. I wrote, directed, edited, and created much of the VFX myself.
Those limitations became part of the film’s identity. If we were going to make it ourselves, we were also going to take a real artistic risk.
Right now labels, brands, and companies are all asking for the same thing: content, content, content. But content is only valuable when it guides audiences towards the risk you took that actually incites real human connection.
Riskier statement pieces like this give audiences something to connect with and they create an entire ecosystem of content around them.
Take the risk first. Then use content to guide people toward it.
Without artistic risk, you risk being overlooked.
Ultimately this film is just a group of us having fun making something we believed in and ignoring the people who were too afraid to take the risk with us." Sammy McEntire, director