After announcing earlier this month that it would now begin funding music videos beginning with British artist (and recent Drake collaborator) Jorja Smith, Vevo today announced its first video for a U.S. artist: LPX's visual for new song "Tightrope," which the company premieres today.
LPX is the new moniker for Lizzy Plapinger, one half of the band MS MR and co-founder of Neon Gold Records, home to artists such as Charli XCX, St. Lucia, Marina and the Diamonds and Tove Lo, among others. The video was directed by Mafalda Millies and choreographed by Karole Armitage, who famously worked on Madonna's "Vogue" and Michael Jackson's "In the Closet" videos. "Tightrope" also serves as the first single off LPX's forthcoming new solo album.
"It's pretty amazing that [Vevo] backed me financially so that I could have the space to creatively execute something on my own without someone checking up and looking over my shoulder the whole time," Plapinger said in a statement to Billboard. "It shows an enormous amount of trust and support in a medium that has always been incredibly important to me... I've always been heavily involved in the video making process but never to the degree of the making of 'Tightrope.' It was an amazing experience working so hand in hand with the director Mafalda Millies on every aspect and it makes the video all the more important to me as a true extension of myself and the song."