Has a golden age of music videos returned? You might think so, looking just at the last four months in the output of director Andrew Donoho, who’s helped singer Bella Poarch graduate from Tik…
-star with the captivating video for “Build a Bitch” in June and, just this weekend, its equally audacious follow-up, “Inferno.”
Very. We knew that her core following would definitely watch it, and we hoped at least that this video would be a stepping stone to build bigger and bigger projects. But it ended up breaking three or four major records, including being the biggest artist debut video on YouTube of all time in the first month. That totally shattered everything we expected. We’re hoping this one carries that torch further.
Yeah, both videos have very much been rooted in both Bella and Sub Urban’s notions of what they want to present to the world. Sub Urban is the other artist on the track “Inferno”; he’s also Bella’s producer and creative director. Coming from the VFX world, I actually really love practical effects and using those as much as possible, and Bella and Sub Urban felt the same way about this one. So the hardest gag ended up being the dudes on fire, because none of that is digital, except for Bella’s wardrobe change. These are two stuntmen that are actually lit on fire. That was the most stressful moment of the whole shoot. We were in overtime.
[She and Sub Urban] want to involve other people and make it a communal thing, as opposed to being front and center focus all the time. Part of that, I think, is that she was in the military for years [in the U.S. Navy]. On set, we talked about it a few times — that she really gels with the community vibe, where she wants the counsel and everyone around her to be a part of every decision, because she knows that’s the best way to work.
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