Filed under: A New Reality, Art, Business, design, General, Music, Pop Culture
Israeli singer-songwriter Oren Lavie’s smash YouTube video for his song “Her Morning Elegance” was nominated in the category “Best Short Form Music Video” along with clips by Depeche Mode, Coldplay and Black Eyed Peas.
The video – produced by Tel Aviv-based husband and wife animation team of Yuval and Merav Nathan, and photographed by Tel Aviv lensman Eyal Landesman – chronicles the fantastic dream of a sleeping woman without ever leaving her bedroom, using her mattress as the canvas of the dream and her bed frame as the dolly of her journey. The 2,321 photos are strung together in seamless manner which gives the impression that the women is actually moving
The video became a pop phenomena, garnering 10 million views on YoutTube and being discussed, featured and analyzed in blogs, magazines and TV shows worldwide, screened at the Cannes Lion festival – the Saatchi & Saatchi New Directors’ Showcase, LA film festival, and the SXSW showcase, among others. The culmination of the acclaim came in December when it received the Grammy nomination.
In honor of the nomination and the awards show, which is scheduled for January 31st, Landesman and Lavie are hosting an exhibit of some of the still photography from the video at a Los Angeles gallery and selling the original shots.
“We’ve printed only one copy of each still photograph on a high quality photo paper, and by doing so created only one ‘physical’ sequence of the entire video,” Landesman told me.
“People will be able to break the motion of the video and freeze the moment that they would like to own. Once they buy that photograph, it will be darkened in the sequence and they will become the only owners of that split second. These are the originals, and they’ll come signed and with a number. Once they’re sold, we won’t have it anymore, it’s gone.”
The team plans on exhibiting more of the original photography during the year at exhibitions in New York and Tel Aviv. If “Her Morning Elegance” wins the Grammy next Wednesday, it will certainly boost the price.
The playwright turned singer/songwriter from Tel Aviv is enjoying a new-found noteriety in the US and around the world, appearing on The Jimmy Kimmel show, signing licensing deals with Chevrolet for his song to appear in an ad for the Chevy Malibu, and with the producers of the film The Chronicles of Narnia: Prince Caspian.
And you may just be one of the four and a half million YouTube viewers who watched the video to his song “Her Morning Elegance” from his debut album The Opposite Side of the Sea.
The inventive stop motion-style video has become somewhat of a sensation, and propelled Lavie from anonymity into a kind of cyber celebrity anonymity.
A strong booster in influential indie-based Los Angeles radio station KCRW helped Lavie’s music get heard by the suits, resulting in the licensing deals which enabled him to launch his own label to release the album and produce the video.
The video – produced with Tel Aviv-based husband-and-wife team of Yuval and Merav Nathan – animates the fantastic dream of a sleeping woman without ever leaving her bedroom, using her mattress as the canvas of the dream and her bed frame as the dolly of her journey.
Last month, Lavie performed “Her Morning Elegance” on The Jimmy Kimmel Show, accompanied by a life-size, Muppet-like puppet nuzzling him throughout the song, a move that Lavie described as an attempt to break out of any pre-conceived mold that listeners might have that he was just another humorless singer-songwriter.
Despite living now in LA and not having had an address in Israel for a number of years, Lavie still considers Tel Aviv his home, returning regularly to visit family and friends. And here, he’s also still anonymous, able to walk down the streets without being recognized. But that might be for long.