Flay is an eclectic, boundary pushing artist from Belfast. Whether he is designing his own clothes, shooting and editing visuals or producing his own music he is the definition of a restless artist. Now based in Manchester, England the creative has released a new video featuring a conceptual piece featuring a bee keeper. ‘JEMPHREY’ is a 3 person collaborative project made up of Flay, Paul Storrs and Josh Trainor.
Directed by Flay, who is never one to shy away from experimentation the final piece is product of an artist unashamedly wearing his influences on his sleeve. Drawing inspiration from Tyler, The Creator and Brockhampton on this latest effort, he has sought to build his own narrative around an anonymous character.
“My influences are often very on the nose, when shooting I was often referring to Kevin Abstract and his direction of cinematography in certain videos. The way he uses handheld improvisation to place the viewer in the location with the scene. Also the visual art behind Tyler the Creator’s IGOR always runs through my mind. The focus on a character, a human body. In terms of editing I decided to go with what I see is currently working in the hip/hop world. I looked at a few Cole Bennett videos to get a feel for how a popular music videos are structured.”
The video sees Flay embrace the natural world and switch up his flow across a dynamic instrumental that varies rapidly despite the length of the song.
“A huge influence in the video is the beautiful landscape of the Manchester Peak District, I love travelling there to experience the natural earth in its glory. Feels more like home than the city does.”
Watch the visuals for ‘Bubble’ below: