Jamiroquai’s Jay Kay recreates ‘Virtual Insanity’ music video on 30th anniversary
The 1996 original had moving walls; the new version moves the floor instead, with nine physical sets & zero CGI or AI
Jamiroquai has revisited ‘Virtual Insanity’ three decades after the track's music video first aired.
The original video, directed by British filmmaker Jonathan Glazer in 1996, became known for its moving-floor illusion, though the effect was created by moving the walls around a stationary Jay Kay.
It received 10 MTV Video Music Award nominations and won four, plus a nod from the Brit Awards.
For the new version, directors Julien & Quentin built nine physical rooms and relied on practical effects and in-camera choreography rather than CGI or AI.
The concept was reversed from the original as this time the floor moves while Jay Kay remains still. The surrounding set shifts through the nine different rooms, each one different from the last.
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Jay Kay choreographed his own movements for the shoot, working closely with the directors to match the physicality of the original performance.
The film was produced through Magna Studios and forms part of a wider campaign led by Lucky Generals for Beefeater 0.0.
The anniversary project follows other recent developments for the band.
Earlier this year, Jamiroquai signed a global recording deal with BMG, joining the label's UK roster alongside artists including Kylie, Duran Duran, Suede and Garbage.
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The deal sets up the band's ninth studio album, following two years of work on the record.
“Jamiroquai’s success over many years is extraordinary. Pioneering and progressive in their output, they have continued to evolve while others have stood still. In Jay Kay, they have a truly global, iconic frontman who remains as creatively driven as ever, always pushing forward and bringing fans with him,” states Jamie Nelson, SVP of New Recordings, BMG UK.
“It’s important to feel comfortable and be able to keep a hand in the creative process, not only musically, but visually too. Jamie, with his huge experience and in-depth knowledge of my musical journey so far, definitely understands where I want to go – boldly into the future on what feels like an exciting new chapter,” Jay Kay adds.
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.
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