Last week, indie music magazine the Fader premiered a music video for Y La Bamba’s “Juniper,” directed by Tangible Worldwide senior creative Matthew Gamlen. Gamlen, whose credits for TWW include campaign work for T-Mobile, says while writing his first treatment for the video, the concept “spilled out of my head and onto the page all at once.”
To add (or detract) to its credibility, TWW’s other clients include such “counter-cultural” staples as Urban Outfitters and Pitchfork Media. Indeed, when a creative agency moves into the realm of indie culture, purists and critics tend get nervous while targeted young fauxhemians usually choose to remain blissfully unaware. It seems as though TWW could be setting itself apart as the first go-to agency for indie rock music video productions, paving the way for larger, more established agencies to get in on the action as the practice becomes increasingly acceptable. The Fader (which itself has had a past partnership with Urban Outfitters and shares its own SXSW venue with Levi’s) gave the video high praise, calling it “really magnificent.”
Gamlen and TWW are really on to something here, and while Grizzly Bear and Fleet Foxes can call foul on the ad industry all they want, Y La Bamba can thank it for making them look this good.