SKOLES Stands On the Edge in Video For Debut Single 'Am I Going Too Crazy': Exclusive
English singer-songwriter SKOLES puts himself through the ultimate, excruciating test in the video for his debut single “Am I Going Too Crazy,” premiering today (Sept. 26) on Billboard.
The video begins with a harrowing leap that puts the singer (née Jack Edwards) into a dire struggle for survival. It’s a gripping and tense experience that puts the song’s internal torment into plain, gut-wrenching view.
“My team and I had the general idea for this video pretty early on in the production process while I was working on the song,” Edwards tells Billboard. “It’s desperate and driving, and the song is about the guilt of trying to keep something going no matter how much it was costing me psychologically and emotionally. It had to be raw, visceral and desperate to match that.”
The concept stepped up a notch when director Joe Mischo, credited as BRUME (Camila Cabello, Clean Bandit), came on board and suggested the production should be recorded on film. With only a few takes to spare through this process, Edwards thought he’d leave the acting chops to someone else, so “we kept pushing the creative -- making it weirder and more intense.”
“Then a week out from the shoot, the treatment started coming back as ‘Jack sprints after the camera...’ and I realized I was in deep s--t," he adds.
The final product delivers on the emotional stakes of the song and adds a visual that drives home the conflict of letting up or pushing forward. Most importantly for a rising artist like SKOLES, it matches the exact image he envisioned when the song came together.
“I made it clear that I didn’t want to make a video where it’s about how cool I could look. I wanted the exact opposite,” he stresses. “I think we nailed that. I look and felt like s--t, and that’s the point. That’s the song. That conflict and self-exhaustion is the whole point.”
Check out the video for “Am I Going Too Crazy” (Stardog/Republic Records) below.