The series is a clever way of creating cool videos while simultaneously letting fans preview music from the release. Each episode is a minimovie meets music video, sometimes nearly 10 minutes in length. The storyline features Solveig alongside the dapperly-dressed fictional 'manageur' LaFaille as they devise elaborate hijinks to expose Martin's music to the masses.
The premiere episode accompanied the hit single "Hello" and was shot in front of a live audience at the Roland Garros tennis world championships in France.
In the most recent episode, LaFaille imagines a stadium-sized stunt to grab the world's attention. Taking over the Stade de France - France's biggest and most prestigious football stadium - the crew shot the final, over-the-top scene in one take at the France vs. Croatia friendly on March 29th.
The video series also creates a new benchmark in creativity for music videos. This is a series worthy of blowing up on the big screen at home rather than streaming from a phone or viewing within the confines of a cubicle. It breaks the form of what we normally expect from a music video, a trend we've seen lately with other long form music vids (Lady Gaga, anyone?).
Watch Episode 1:
Watch Episode 2:
Watch Episode 3:
Watch the video for "Hello" by Martin Solveig:
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- Martin Solveig