Elton John & Bernie Taupin Launch The Cut
Calling aspiring music video directors: have a go at making promos for classic Elton John tracks.
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If you’ve ever dreamt of becoming a music video director, Sir Elton John and his long-term collaborator, songwriter Bernie Taupin, are offering you the chance to enter a once-in-a-lifetime competition conceived by AKQA and Pulse Films.
Entitled The Cut, and supported by YouTube, the contest aims to support emerging directors, inviting them to create promos for three iconic tracks. The songs Bennie and the Jets, Rocket Man and Tiny Dancer were written before the birth of MTV and therefore were never visually referenced. Now, young filmmakers can pitch their ideas for these three tracks and be in with a chance of having their filmic creations officially represent classic Elton John songs.
The briefs for each of the tracks slightly vary, with Rocket Man calling for animation; while Tiny Dancer and Bennie and the Jets will centre around live-action and choreography respectively.
Watch Taupin and John announce the launch of the competition:
While the competition has been officially announced today, entrants have until 9 January 2017 to submit their entries. All competition details can be found here but before you get going on your treatments, check out acclaimed promo director Ninian Doff's top tips on tackling the briefs (below).
Doff explains the project and shares his advice on how to approach and develop the idea.
Pulse Films will be in charge of creating the category shortlists, from which Elton John and Bernie Taupin will select three winners, who will be announced next summer.
shots caught up with Pulse's head of branded entertainment Stephen Whelan and head of music Sarah Boardman (below) to learn more about the competition:
Pulse's Stephen Whelan & Sarah Boardman:
What are you offering successful applicants throughout the production process?
Whelan: Across the three videos we’ll be building custom production teams with expertise in live action, choreography and animation to support the winners in bringing their vision to life. Ahead of the winners being selected we’ve had to think about all of the various possible challenges this could present – what if one of the winning directors is based in Brazil and wants to shoot in Iceland? What if the animation entry comes from a startup studio in Japan and we need to bring a translator on board?! We’re really excited to see where the chosen music videos come from and what shape the three productions take!
Pulse is also responsible for creating the shortlist. What will you be looking for in each of the entries?
Boardman: We want these music videos to look to the future and not to the past. We are after submissions from young creatives that break the rules, with ideas that are forward thinking and adventurous.
Connections
powered by
- Agency AKQA London
- Production Pulse Films
- Director Ninian Doff
- Head of Branded Entertainment Stephan Whelan
- Head of Music Sarah Boardman
- Elton John
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