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Feature: Hit The Floor At The UK Music Video Awards – Empire Cinema – 08/11/12

Hit The Floor had the opportunity to attend this year’s UK Music Video Awards. Read what we got up to and what we thought here!

Event: UK Music Video Awards
Location: Empire Cinema, Leicester Square, London
Date: 08/11/12

On the surface the UK Music Video Awards run the risk of being described as the budget younger-sibling of the Video Music Awards; the ceremony filled with excessive glitz and glamour attended by a wealth of high profile celebrities. Taking place in London’s premiere cinema in the heart of the bustling Leicester Square, the UK MVAs present itself as a reasonably low-key affair. The red carpet exists inside the building, lined by one or two budding industry photographers. This is all very different from what audiences have come to expect from big-budget televised awards ceremonies.

In essence this demure persona adds to the charm of tonight’s proceedings. The reason for the lack of celebrity, flashing camera bulbs and melodramatic sequences falls to the very nature of the event. Rather than a celebration of the superficial nature of the music video, the MVAs actively reward those who had dedicated their lives to the art of the video. Other ceremonies of a similar ilk may falsely present awards to the artists performing the accompanying song over the technical achievements – the MVAs are not such an award.

The various videos on offer indicate the effect visuals can have on these tracks. Videos do not support the song but rather combine with the music to form one piece of impressive art. Take some of the nominations for example; The Shoes ‘Time To Dance’ directed by Daniel Wolfe extends the radio edit to exceed the eight minute mark, following Hollywood A-Lister Jake Gyllenhaal as he undertakes a murderous rampage – not so much a traditional music video as a mini-movie filled with social commentary… and blood.

Will Young’s ‘Losing Yourself’ or the excellent video for Tony Gale’s ‘Showdown’ choreographed by Reuben Crossland-Jones and Jacob Steers demonstrate the amount of work that is often put into a music video (Aletta Collins eventually walking away with the award for the Will Young effort). Despite a compariatively sarcastic introduction, awards such as that for telecine (the transference of moving pictures into video) indicate the levels of precision involved in such work. Similarly, awards for animation and editing rear their head.

Although the genre categories easily boast the biggest reaction by the restless crowd – you try sitting in a cinema for 5 hours being plied with free drink – there is a humbling respect for the craftsmanship contained in these videos. It is the ‘Best Director’ category that stirs the biggest surprise of the night; awarded to Romain Gavras despite only having worked on two music videos this year – one of these (MIA ‘Bad Girls’) ultimately moving on to win the coveted ‘Video of the Year’ award.

Proceedings are overseen by Adam Buxton of Adam & Joe fame, largely due to his work with creative visionaries behind music videos at his regular BUG events. His knowledge of the industry sits comfortably against his exceptional humour, with jokes hitting the right spot at various times throughout the night. His opening sketch surrounding the often absurd YouTube comments on a variety of music videos not only garners substantial laughter throughout the auditorium, but references the lack of understanding of this art further afield.

Events such as the MVAs point the accolades to those who truly deserve them; those who spend months putting their life into a three or four minute snapshot of their vision. The focus is on the individuals and teams responsible for the sights rather than those responsible for the sounds, and in this instance if feels entirely appropriate. As an event it may be low-key, but certainly not for those in attendance. Those who won an award earned the privilege of displaying the hefty prize on their mantelpiece, whereas those who did not did at least get to witness the grotesque creativity in the Duck Sauce video – WARNING: not for the faint hearted.

Reporter: Ben Tipple
Photographer: Lois Honeywill

For a full list of winners, see below:

Best Pop Video – UK in association with 4Music
M.I.A. – Bad Girls
Director: Romain Gavras
Producer: Khalid Tahhar
Prod co: Iconoclast Commissioner: Michelle Ann for Interscope

Best Dance Video – UK in association with Rudeye Dance Agency
The Shoes – Time to Dance
Director: Daniel Wolfe Producers: Lee Groombridge & Dougal Meese Prod co: Somesuch & Co Commissioner: Pierre Le Ny for Green United Music

Best Urban Video – UK in association with East End Studios
Plan B – Ill Manors
Director: Yann Demange Producer: Ben Sullivan Prod co: Rokkit Commissioner: Dan Curwin for Atlantic Records

Best Indie/Rock Video – UK in association with Music Week
Spiritualized – Hey Jane
Director: AG Rojas Producer: Anna Rau Prod co: Caviar/Somesuch & Co Commissioner: Juliette Larthe for Double Six/Domino Records

Best Alternative Video – UK
Alt-J – Breezeblocks
Director: Ellis Bahl
Producer: Jessica Birmingham
Prod co: Project Fathom Commissioner: Connie Meade for Infectious Music

Best Pop Video – International
Lana Del Rey – Born To Die
Director: Yoann Lemoine
Producer: Emmanual Reye Prod co: Iconoclast Commissioner: Emily Tedrake for Polydor

Best Dance Video – International
Duck Sauce – Big Bad Wolf
Director: Keith Schofield Producer: Natasha Tan Prod co: Somesuch & Co Commissioner: Duck Sauce

Best Urban Video – International
Frank Ocean – Novacane
Director: Nabil Producer: Kathleen Heffernan Prod co: A+ Commissioner: Frank Ocean

Best Indie/Rock Video – International
The Shins – Simple Song
Director: Daniels Producer: Jonathan Wang Prod co: Prettybird US Commissioner: Saul Levitz for Columbia US

Best Alternative Video – International
The Hickey Underworld – The Frog
Director: Joe Vanhoutteghem Producer: Nele Carlier Prod co: Commissioner: PIAS

Best Pop Video – Budget
Rent Boys – Shoot The Shot
Director: Zac Ella Producer: Posy Dixon Prod co: B A D Productions Commissioner: Andrew Swaine for German Bite

Best Dance Video – Budget
Todd Terje – Inspector Norse
Director: Kristoffer Borgli
Producer: Kristoffer Borgli
Prod co: FRIEND Commissioner: Todd Terje

Best Urban Video – Budget
Noisses ft RTKAL, Lady Leshurr & Foreign Beggars – Run Your Mouth
Director: Drew Cox
Producer: Lucy Barber
Production co: Slanted Eyes & Lullabys
Commissioner: Ollywood for Black Butter Records

Best Indie/Rock Video – Budget
When Saints Go Machine – Parix
Director: Daniel Kragh-Jacobsen Producer: Thor Brammer Jacobsen Prod co: Spoiled Productions Commissioner: Jan-Erik Stig for EMI Records Denmark

Best Alternative Video – Budget
The Death Set – They Come To Get Us
Director: Guillaume Panariello
Producer: Guillaume Panariello & Julie Fabre
Prod co: Supergoober
Commissioner: The Death Set

Best Art Direction & Design in a Video
Justice – New Lands
Art Director: Roger Bellés Director: Canada Producers: Oscar Romagosa for Canada, Arthur Cantin for Partizan Prod co: Partizan Record co: Ed Banger/Because Music

Best Styling in a Video
M.I.A. – Bad Girls
Stylist: Hannah Edwards Director: Romain Gavras Producer: Khalid Tahhar Prod co: Iconoclast Record co: Interscope / XL Recordings

Best Choreography in a Video
Will Young – Losing Myself
Choreographer: Aletta Collins Director: Henry Scholfield Producer: Louise Gagen Prod co: Partizan Record co: Sony Music

Best Cinematography in A Video, in association with Panalux
Feist – The Bad In Each Other
DoP: Kasper Tuxen Director: Martin de Thurah Producer: Dom Thomas Prod co: A+ Record co: Polydor

Best Telecine in a Video
Temper Trap – Trembling Hands
TK: James Tillett at Moving Picture Co Director: Tom Haines Producer: Tiernan Hanby Prod co: Colonel Blimp Record co: Infectious Music

Best Animation in a Video
Fleet Foxes – The Shrine/An Argument
Animation: Sean Pecknold & Britta Johnson Director: Sean Pecknold Producer: Aaron Ball Prod co: Grandchildren Record co: Sub Pop

Best Editing in a Video, in association with Vanderquest
The Shoes – Time To Dance
Editor: Tom Lindsay Director: Daniel Wolfe Producer: Lee Groombridge & Dougal Meese Prod co: Somesuch & Co Record co: Green United Music

Best Visual Effects in a Video
Woodkid – Run Boy Run
VFX: One More Productions Director: Yoann Lemoine Producer: Roman Pichon Prod co: Iconoclast / HSI Record co: Green United Music

The Innovation Award
ALB – Golden Chains
Director: Johnatan Broda Prod co: BBDO / CARNIBIRD / ACNE Commissioner: ALB Record co: Green United Music

Best Live Music Coverage
Joint winner:
Chemical Brothers – Don’t Think
Director: Adam Smith Prod co: Black Dog Films Commissioner: Stefan Demetriou Record co: EMI

Joint winner:
LCD Soundsystem – Shut Up And Play The Hits
Director: Dylan Southern & Will Lovelace (AKA thirtytwo) Prod co: Pulse Films Commissioner: Keith Wood & Eddy Moretti Record co: DFA

Best Music Ad – TV or Online
Kasabian – Velociraptor
Director: John Pavely Prod co: JJ Stereo Commissioner: Ian Dutt Record co: Sony Columbia Records

Best Producer, in association with Rushes
Lee Groombridge

Best Commissioner
John Moule

Best New Director, in association with Locomotion
AG Rojas

Best Director, in association with Promo News
Romain Gavras

The People’s Choice Award, in association with VEVO
One Direction – Live While We’re Young
Director: Vaughan Arnell
Producer: Astrid Edwards & James Chad Prod co: Rokkit Commissioner: Mike O’Keefe for Syco / Sony Music

Video of the Year
M.I.A . – Bad Girls
Director: Romain Gavras
Producer: Khalid Tahhar
Prod co: Iconoclast Commissioner: Michelle Ann for Interscope

The Outstanding Contribution Award
David Knight

The Icon Award
Jamie Thraves

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