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Dropout UK @ UK Music Video Awards, Odeon, Leicester Square

We Head Out To Celebrate The Efforts Of The UK Music Video Industry

Celebrating the efforts of Britain’s music video industry, the annual awards show – this year presented by Rich Fulcher – is an industry gathering that, unlike other celebratory galas, focuses on the technical aspects of the process rather than the celebrities. This means nominated musicians such as Plan B, Jay-Z and Cheryl Cole were for once overshadowed, and instead their directors, editors etc. were lauded.

The ceremony was held at Leicester Square’s Odeon cinema, where the vast screen was used to display some of the year’s most innovative and recognisable clips. Prior to the showcasing of these videos though, projected onto the screen was Fulcher’s comical introductory film, instructing the congregation on how they may be able to make successful careers for themselves.

The surreal comic, most famous for his ‘Mighty Boosh’ character Bob Fossil, tried his best to keep the audience engaged with the endless presentation of awards. His quips were aimed at the drunken observers, all of whom seemed to be enjoying the constant supply of free booze, and the anticipation of the after party to begin in Piccadilly once the show had concluded.

However, Fulcher’s most memorable moment came when he donned a particularly eye-catching costume to begin the show. Claiming he was in competition with Lady Gaga and her now infamous meat dress, he sauntered on in a pink leotard with plastic sea-creatures hung upon him.

The extent of Britain’s influence on the world’s music videos was evident throughout, as an array of talented Brits were being awarded for their work on transatlantic videos such as Jay-Z’s ‘On To The Next One’ and Lady Gaga’s ‘Bad Romance’. The aforementioned videos were both victorious, in the fields of Best Editing and Best International Video respectively.

Plan B, who was a serial nominee at this year’s awards, won for Best Pop Video and Best Art Direction (‘Prayin’’), as well as Best Cinematography and Best Styling (‘Stay Too Long’). Plan B’s collaborator Daniel Wolfe also won in the Best Director category, although he did little to enamour himself to anyone, when he accepted his award in a muted fashion, and refused to shake Fulcher’s hand.

The night’s two biggest prizes were reserved for OK Go who were deemed to have made the year’s best video, and Hammer & Tongs who won the Icon award for their lasting impact on the art form.

OK Go’s ‘This Too Shall Pass’ film features a series of domino effects that climaxes in the band being soaked in paint. It has been watched by millions on YouTube.

Hammer & Tongs are known for their exceptional work with Supergrass, Fatboy Slim, Vampire Weekend and directed the ‘Coffee and TV’ clip for Blur. They have also worked with Radiohead (‘Jigsaw Falling Into Place’), and were presented the accolade by an effusive Ed O’Brien.

The entire show had been a production of ‘bug’, the influential video strand of the BFI, and the team also hosted the post-show party at London’s Jewel club. Crowded with filmmakers, guests were invited to toast their success/drown their sorrows with complimentary wine and, rather strangely, free servings of Shepherd’s Pie.

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