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.”
Plapinger has also been working with Vevo as an on-camera host and curator, a role she adopted last year. She’s also developing her own new music show, set to be called New Shapes.
“Her knowledge and passion for music is incredible,” said Tom Connaughton, svp of content and programming at Vevo. “Collaborating with her has been a privilege and feels like the natural extension of the amazing work we have been doing together. Bringing her music to life visually, in a similar way that we did for Jorja Smith in the U.K., is just one of the ways we can be meaningful to an artist’s journey.”
Vevo’s first fully funded and produced music video was for Jorja Smith’s “Beautiful Little Fools,” which was released March 6. Smith was featured on two songs, “Jorja Interlude” and “Get It Together,” off Drake’s More Life playlist album, which he unveiled on Saturday (March 18).
“I’m currently self funding and releasing everything for LPX,” Plapinger continued, “So for them to take responsibility for the financial load of this video was amazing — it’s a pretty incredible thing to have that kind of support, especially as an independent artist. I honestly wouldn’t have been able to fully execute my vision without it.”
Check out the video above and the full premiere page, with a message from LPX, right here.