NO GUIDANCEMUSIC VIDEO (2020)
Music video for No Guidance, Gita Buhari’s first single of her debut EP Queen Of Nothing. A moving still life where the setting is revealed bit by bit and the viewer is ultimately confronted with a strange family sitation in which every element is a piece of the puzzle and Gita seems completely out of place.
Media is a dominant force that can shape minds and perception, and as media becomes more intertwined in our everyday lives, it influences our thinking. What does a future look like when the way we consume media becomes more personal by the minute? ‘A Death in the Family’ is a dystopian trend forecast to show people the dangers of a possible future where hyper- personalisation is the status quo.
As our future becomes more individualised we lose what it means to be human: Connection, not to the internet but towards each other. Around a dinner table, we meet a traditional and perfect family. But only on the surface, they appear to be such. They seem to be reduced to simplified, cliché versions of themselves and live in a constant state of numbness in which distance and artificiality are a given. Simple, warm family life has turned robotic and cold. Abstract and alienating scenes bring forward the immense distance within this family and ask the viewer the question: is this what we want?
Still photography by Jaimy Gail
A hangover or a solemn microwave meal on a Saturday night, we all experience some dark days from time to time. For the online campaign for Warner Music Netherlands’ Christmas Playlist we showed the power of what the Christmas spirit and more importantly Christmas music can do for us in our own dark days.