When I was developing St. Lucia - around 2008, 2009, at the peak of Pitchfork culture - what was considered cool was being as alienating to your audience as possible.
St. LuciaI met the guys at HeavyRoc through the drummer in St. Lucia, Nick Brown. He is Ben from The Knocks' cousin, and at the time we'd been doing some work together, but everything was still very much in the unsure developmental phase (even though I'd been in it for a year and a half). I told him that if he was going to play the music for anyone that he shouldn't say anything about it and should just play it and see if anyone says anything, and he did it one day at their studio and they loved it and got it touch.
St. LuciaI think that layers in music, whether it's layers juxtaposing emotions and feelings or layers of texture, make for a more interesting product.
St. LuciaThere are literally endless options and possibilities, and often no clear or obvious path in how to make that choice, and nobody to tell you to go this way or that. But somehow, it works itself out if you trust in the process, which is often easier said than done.
St. Lucia"St. Lucia We Love" is actually a song produced by Stratosphere music (also St. Lucian). The CEO of Stratosphere music approached me and wanted me to produce a music video for this song which was already a hit in my country. I felt privileged to have been chosen to do such a video. So every time I went out to shoot a scene from the video, I would get a still shot from the scene to tease the public. The photo of the amazona versicolor is is an actual scene from the video which was released on St. Lucia's Independence day (22nd February, 2013).
St. Lucia