Behind the Scenes of Mattmac’s "Blue Checks" Music Video

When it comes to creating a music video that resonates deeply with both the artist and their audience, the magic lies in blending concept, visuals, and storytelling. This was the goal when DIRXECP and Unreel Creative teamed up to produce the visually captivating video for Mattmac's song, Blue Checks. Let’s dive into the journey behind the making of this standout project.

Project Overview

Artist: Mattmac

Production Companies: Unreel Creative / DIRXECP / Star Seeker

Director: Eric Curt Peters

Camera Op: Trevor Johnsen

Locations: Urban landscapes of Winnipeg, featuring graffiti walls, alleyways, and moving car shots.

Objective:

Capture the raw essence of Blue Checks, a track that explores themes of social media validation, fame, and personal identity. The video needed to embody Mattmac’s journey while immersing viewers in the vibrant yet gritty realities of urban life.

Concept Development

The concept for Blue Checks revolved around juxtaposing urban aesthetics with intimate storytelling. We wanted to depict the duality of fame in the digital age—the public persona versus the private individual.

• Graffiti Walls: A symbol of the chaotic and colorful public perception of fame.

• Moving Car Scenes: Representing Mattmac’s literal and metaphorical journey through life and the music industry.

• Rooftop Shots: Reflecting moments of introspection, far from the noise of the world below.

Key Scenes and Visuals

Opening Scene: Journey Begins

• Location: Backseat of a moving car.

• Visual Storytelling: The video starts with Mattmac driving through Winnipeg’s bustling streets, symbolizing his journey in the music industry and the transitions in his life.

Verse 1: The Chaos of Fame

• Location: A graffiti-covered urban street.

• Description: Against a vibrant, chaotic backdrop, Mattmac performs the first verse, emphasizing the unpredictability of public perception.

Chorus: Reflecting on the Big Picture

• Location: A pedestrian bridge overlooking the city at sunset.

• Description: This scene zooms out from the noise, offering a reflective moment where Mattmac considers his path and the meaning of success.

Verse 2: The Public vs. Private Duality

• Location: Alleyway lit by neon lights.

• Description: Flickering neon lights add a dynamic, moody tone as Mattmac explores the

  themes of fluctuating self-perception.

  
  

Bridge: Finding Clarity

• Location: Rooftop with panoramic city views.

• Description: A moment of solitude as Mattmac looks over the cityscape, contemplating the differences between reality and perception.

Outro: Moving Forward

• Location: Back in the car, now driving through the city at night.

• Description: The video closes where it began, symbolizing Mattmac’s forward motion and acceptance of fame’s complexities.

Production Process

Creating Blue Checks was no small feat. Here's a glimpse into the work that went into bringing this vision to life:

Location Scouting and Permits

Each location was carefully selected to enhance the narrative. From graffiti-covered walls to rooftop views, every backdrop had to align with the video’s themes. Ensuring safety and securing permissions were top priorities, especially for the car and rooftop scenes.

Technical Execution

• Dynamic Shots: Stabilizers and car rigs provided smooth, immersive visuals during moving scenes.

• Lighting Mastery: RGB Tube Lights were essential for night scenes, adding depth and vibrancy to the visuals.

Scheduling

Efficient scheduling allowed us to capture daylight-dependent scenes while reserving time for nighttime shots, which required precise coordination for lighting and timing.

Deliverables

1. Music Video: A 3-5 minute video that visually narrates Mattmac’s journey, designed for release across YouTube, social media platforms, and the artist's website.

2. Behind-the-Scenes Content: Bonus footage and interviews with Mattmac and the crew, offering fans a closer look at the creative process.

Distribution and Engagement

To ensure the video reaches its intended audience, we’ve outlined a multi-faceted distribution strategy:

• Premiere Event: A launch in Winnipeg with fans, media, and influencers.

• Social Media Campaign: Sneak peeks, countdowns, and hashtags like #BlueChecksVideo to generate buzz.

• Collaborations: Partnering with local urban lifestyle brands and artists for cross-promotion.

The Vision

Through Blue Checks, Mattmac invites viewers to reflect on the balance between authenticity and the digital pressures of modern fame. The video’s urban aesthetic and dynamic storytelling align perfectly with the song’s lyrical exploration, creating a visual experience that’s as thought-provoking as it is engaging.

Stay tuned for the premiere of Blue Checks! In the meantime, check out the behind-the-scenes content and let us know your thoughts. We can’t wait to share this journey with you!