Polishing up the music video for Quiet Controlled, launching it on Wednesday. Here is a short 22 second clip. During the pandemic, I began to notice a widening generation gap between gen-x, millennials et al, and gen-z.
Often described as the 'gen-z stare', I felt that description and reaction was not only kind of insulting, but in fact deeply misunderstanding what was actually happening.
Gen-z is not disconnected. Gen-z, is curating emotional connection. In other words, connection is not something you are entitled to, it is something you earn. You don't get to enter the door, just because you knocked, in other words.
So, this led to the inspiration for Quiet Controlled. This is a song about inner strength, balance, and choice. IMO, Gen-z is a generation of order, not chaos: It is a hell of a world left to them, and they are organizing it and taking it back.
I'll be posting various rendered imagery and aesthetic choices we made when crafting the music video here on tumblr, as we move forward to launch date.
You can hear Luma Vale tracks available now on soundcloud. Music Videos are up now at youtube, @lumastudioshq.
Thank you!
