"Everything the music carries."
Beautiful Mess Music
Music Film Project, Channel & Record Label
Work Accomplished:
Creative production + Direction + Filmmaking + Music curation + Brand development + Communication strategy.
Premise:
The way music is experienced today is a bit like being shown the tip of an iceberg and told “that's the whole thing”. Beautiful Mess exists to show the rest of it: the world the music comes from, the hands that play it, the people for whom it is a life soundtrack, the whole experience.
— Album Covers for the latest releases
The Challenge:
Most music now reaches us stripped of everything around it. The goal was to build a world that brings that context back: the intimacy, stories and what gave birth to it all in the first place allowing people to experience music more deeply.
My role:
I crafted the brand’s narrative and visual culture, weaving its playful and raw essence within all storytelling elements. From its initial media production, all the way to its communication language and presence on social media, a cohesive brand experience is created.
The work:
The sessions. Single-take performances filmed with artists in the cities they happen to be in. 14 artists to date, across 11 languages and 6 countries, from a Syrian singer in Paris to a Gnawa trio in Istanbul to Bulgarian polyphony in Berlin (link)
Songs of Longing & Belonging. The current body of work: a portrait series of women singing songs of longing and belonging, supported by the Canada Council for the Arts (link)
BM Series. A documentary format that goes to the music instead of waiting for it to arrive: to rituals, to kitchens, to gatherings where nobody involved would call themselves a performer. Currently in final stages of production.
The channels. Curated music from around the world for an audience now past 75,000 (link)
The label. Beautiful Mess is registered as a record label, built to release the recordings the sessions produce.
Outcome:
The result has been an ever-growing immersive platform where audiences could lose themselves in authentic, unfiltered music. Whether in Audio, video, across the different platforms, a unique space for artistry has been created, offering a deeper, more personal connection to music.
