Typically, there’s a fairly small table of decision makers to win over, and provided the recording artist loves the idea, the rest of the journey is plain sailing. The recording artist is typically also looking to do something fresh and original. So, you’re off on the right foot from the get-go.

You also get to work with awesome Directors. These were all shot with Jason Howes (“Practice” AKA video) and Dayne Malan (Jonas Myrin and Natasha Bedingfield videos).

Now, let’s be clear – it should never be said that I have an issue with puppies playfully running off with toilet rolls, or kids belting out an 80’s power ballad at the top of their lungs while cycling through a leafy suburb, or slow-motion ingredients collapsing together to make the perfect burger. But in the same way it’s great to occasionally leave home to visit Disneyland, it’s great to occasionally shoot a music video.

(Okay, not an ideal analogy. I’d gladly just live forever at Disneyland.)