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JOON

Lighting up the music scene with his distinguished directorial style is the enigmatic artist known as JOON. Famed for his daring embrace of the surreal and the avant-garde, JOON is not just an artist, but an experience. He exploded on to the music video scene with a unique visual language that seamlessly married the lyrical content of songs to vivid, frequently uncanny imagery. The videos he creates are like miniature films, replete with cinematic quality that shouts a Stanley Kubrick influence.

His directorial debut, an enchanting trip through a dystopian dreamscape for Band of Horses' "The Funeral", is still much discussed for its stunning visuals and piercing commentary about the human condition. Yet, it was for the Arctic Monkeys' edgy track “Four out of Five” that JOON stole the show. Paying homage to Alex Turner's Star-Trek nerd persona, JOON converted the Sheffield-born musician into the overseer of an eerily luxurious and vaguely threatening lunar base. It’s iconic shot, of Turner surveying his lunar fiefdom through a wall-length window, is Spielbergian in its resonance. And who can forget the shot in his video for FKA Twigs' "Two Weeks"? Transforming the singer into a deity using clever lighting techniques, JOON demonstrated his genius in creating magical illusions. It makes one wonder if JOON is perhaps a magician moonlighting as a music video director.

The fascinating aspect about JOON isn’t just his unmistakable technique, but the meaning he carefully curates within his work. The unsettling universes his characters occupy pose questions that are left for the audience to decipher, turning each music video into a riddle that goes beyond its melodic score. His distinct storytelling ability and passion for the obscure, continues to stand JOON apart, enhancing the tapestry of contemporary music video direction. Charming as well as peculiar, it might be worth noting that in his free time, this crafty director relaxes by collecting rare coins. Quite fitting for an individual who has made an art of striking precious metal in the world of music videos.

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