Acclaimed filmmaker Joseph Carney and Juno-nominated songwriter IAMTHELIVING have shared “The Reverse Music Video”, a refreshing, outside-the-box new release that finds them exhibiting their visual and compositional strengths. Both born in the UK but residing in Vancouver, Canada at the time of “The Reverse Music Video”’s creation, Carney and IAMTHELIVING showcase an effortless chemistry and shared exquisite eye for detail on this new offering.

The pair present a music video with a unique concept that separates it from many others releasing in recent times- it was crafted through an idiosyncratic process, in which, Carney first filmed IAMTHELIVING’s loose vocal improvisations and built a story on the fly, then constructed a song by combining multitudes of takes, resulting in a song & music video unlike any other- one where the video came first, and then the music second. 

What results is a work of art that refreshes the palette, with clean, airy aesthetics combining with unorthodox creativity for a video that tantalizes with its intriguing style. 

The latest from Joseph Carney and IAMTHELIVING, “The Reverse Music Video” finds the artists combining for an effort that breaks down the boundaries of traditional music videos for an engagingly outside-the-box viewing and listening experience. “The Reverse Music Video” was also recently nominated at the Tokyo Film Awards.

Watch now: