It seems that funding filmmakers and the theme of long-lost brothers are all the rage in the music video world this season. Axtone, the label of Swedish house music (and mafia) royalty Axwell, partnered with Genero.tv to call on fans to submit original creations for the official music video of his euphoric collaboration with Sick Individuals, I Am. Impressed by the quality of submissions, the three geniuses behind the track decided to transform the competition into a collaborative project, resulting in an uplifting visual representation of one of the most beautiful and thoughtful tracks of the year.
Says Axwell about the effort, “The level of entry [was] really incredible. When we were over 40 videos in, I decided to get more than one of the directors involved in creating a film for all the versions of ‘I Am.’ It’s been a great process to get this track out in so many ways and see so much fresh talent.”
The music video perfectly captures the essence of the track, narrating the story of two brothers who are separated by circumstance and eventually reunited. In tangent with the lyrics, ‘follow me for protection, keeping you safe from destruction; I am the one who’s sent to save you, I can help replenish what they’ve taken from you’, the video takes you on an emotional rollercoaster, but thankfully ends on a happily ever after note of brotherly love.
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