Music Video: A breakdown of Electric Ginger’s Baby Come Find Me
Music Videos are a great way to market your music and reach new audiences. From the dizzying heights of MTV in the 90's through to DIY virality on Youtube, get some insights on how to be resourceful and creative for your next release campaign.
Electric Ginger, the alter ego of Greg Townley, is a party persona that represents a journey to spread joy through music. The new single, "Baby Come find Me," was written, recorded, and produced by Greg in his home studio, with assistance from Jonny Sonic of The Potbelleez in the production and Steve Scanlon in the mixing process.
The music video for "Baby Come find Me" was produced and directed by Greg's brother-in-law, Mitch Hertz, of Hertzfist productions. Shot entirely on a camera phone with a green screen in Mitch's spare room, the video took about a week to film, with meticulous attention to detail and numerous outfit changes. The initial concept for the video was to portray Electric Ginger's origin story, but it goes beyond that, delving into themes of discovering one's true self and finding happiness through passion.
Breaking down the creative process, Greg says “The video was produced and directed by my brother in law Mitch Hertz. He has a green screen in his spare room at home and shoots videos for bands on the side. We wanted to expand upon what we call the “Ginger-verse” or the full realisation of the Ginger imagination. So, we start off with Office Ginger going to work at the Ginger help line. Sad Ginger (in the dressing gown) calls up for some help. Ginger help line encourages him to imagine all the different things he could do or be to cheer himself up. Then we can see his imagination kicking off starting with Tennis Ginger at the grand slam, then giant Basketball Ginger who can slam dunk easily, then Fun Ginger who is at the waterslide, Comedian Ginger getting some laughs, Cool cheesy Ginger who gets a strike at Ten Pin bowling - bowling over mini Ginger pins, Fitness Ginger doing aerobics classes. We then see Daredevil Ginger for the first time coming through the class and jumping the cars.
We then wanted to bring each of the characters to life and we did this by getting them to step out of the mirror (or imagination) into reality in the Ginger help line office bathroom to the shock and amazement of Office Ginger. They all have a dance and a good time together before they head on up to the Hot Spot nightclub where we can see all the different characters from the video dancing and having a good time. Mitch shot the whole thing on his camera phone. It took us probably a week of shooting every scene meticulously and many, many outfit changes. Then it was a great deal of editing on his behalf to get it all to match up.”
While the song has an upbeat tone, the lyrics were inspired by difficult times. Greg experienced the loss of his mother a couple of years ago, and a close friend also lost his mother around the same time. The underlying theme of the lyrics revolves around grief and the importance of having friends to support you during such challenging periods. The COVID-19 lockdown that followed his mother's passing made Greg realise the significance of connecting with loved ones, engaging in conversation, and finding laughter even amidst sadness. The song focuses on the idea that it's better not to isolate oneself and instead be with the people you love, even when you don't feel like it.
Ultimately, this fantastic music video further’s Electric Ginger’s reputation for producing captivating content. Electric Ginger’s Use Me video being added to MTV.