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Ginger Root, the quirky brainchild of singer-songwriter Cameron Lew, is an aptly named music project that embodies the spicy, unique flavor of its namesake. Known for its self-dubbed "Aggressive Elevator Soul" genre, Ginger Root's feel-good rhythms are perhaps best represented visually in the music video for "Mahjong Room." Lew, the creative force behind Ginger Root, not only wrote, performed, and produced the music but also directed the video—he’s a true jack-of-all-trades. Literally dancing on the edge of past and contemporary music styles, Lew brings a distinctive voice to modern pop music.
Stylistically, the videos are a smorgasbord of retro 70's aesthetic blended with the modern-day DIY (Do It Yourself) approach. One could argue that Lew is as much a visual artist as he is a musician, a sentiment that comes across clearly in his much-acclaimed video for "Karaoke." In it, he seamlessly weaves together home-shot footage, campy dance sequences, and endearingly awkward lip-synching into a music video that’s a total delight to watch. What many might not know is that this remarkable video was actually filmed in the backyard of Lew's family home. Overall, Lew's unique and often whimsical approach to music videos has added a vibrant splash of colour to the industry, demonstrating that one can create compelling audiovisual narratives without large production budgets.
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