JPS Experience “Breathe”

The internets have really come to the party with this one. Not only is the “Breathe” video on YouTube, but there’s also a making-of video. Director Matt Palmer talks about the process of making the film, and admits it was made with only $5000. Not that he’s bragging – the video should stand up on its own.

The video does look cheap, but not terrible. It takes the concept of breathing “cool, cool air” by contrasting an icy cold environment with flaming fire. The coldness looks to be replicated by smoke, rather than using an actual cold environment (Excessive? A few years later another band would do just that.) There’s also a bit of fancy layering of the visuals, but at its heart it’s a really basic music video. In fact, the tightly shot live band combined with the fire visuals remind me of Push Push’s “What My Baby Likes” vid.

But I like that even in 1992 people were taking music videos quite seriously. Oh, and the making-of reminds me of the older New Zealand term for music videos: film clips.

Best bit: white feathers start flying around the band for no apparent season.

Director: Matt Palmer
Ngā Taonga Sound & Vision

Next… Lady LL Cool J stylez.

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