Pulse of the Twin Cities - Locally Grown Alternative Newspaper

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If you've been anywhere near the cutting-edge pulse of music video production, the name Shynola might just ring a bell. Known for their dark, otherworldly animation and groundbreaking creativity, this collective has established itself as a paragon of avant-garde storytelling within the medium of music videos.

The Mysterious World of Shynola Explained

Shynola, a quartet comprised of Chris Harding, Gideon Baws, Richard 'Kenny' Kenworthy, and Jason Groves, is anything but ordinary. When asked to describe the group, Chris Harding characterized them simply as “four guys who met at art school in southeast England.” The rest, as they say, is history woven from tracks that beckon their unique visual interpretation.

The Advent of Shynola's Visual Saga

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Their venture into the realm of professional animation and direction began with a leap of faith—a showreel and a letter sent to MoWax. This bold move resulted in a stunning animated sequence for U.N.K.L.E's track “Gun's Blazing,” taking center stage at live shows and even at the NME BRAT Awards in 1999. From there, it was a natural transition for Shynola to transform their passion into a full-time occupation.

Music Videos that Redefine the Industry

The work of Shynola spans an eclectic range of musical tastes, including projects with DJ Shadow’s Quannum and the hauntingly beautiful Radiohead’s “Pyramid Song” video, which earned them their first NME BRAT award in 2002. "That was a point where we bit off more than we could chew, and somehow we managed to chew it anyway," recalls Kenny, reminiscing about the “Pyramid Song” production.

Pushing the Boundaries with Every Frame

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With successive hits like Junior Senior’s “Move Your Feet” and Queens of the Stone Age’s “Go With the Flow,” Shynola has embraced various techniques, from primitive pixel-by-pixel art to advanced virtual environments. These videos did more than intrigue the audience—they also garnered accolades, including an MTV video music award for Best Special Effects in 2003.

Behind the Scenes of Music Video Magic

But what does it really take to craft these revolutionary music videos? The relationship between bands and directors is intricate, with the former driving the vision through their music, and the latter through their unique lens. Despite the challenges, the Shynola team finds satisfaction in the creative process. As Kenny puts it, musicians make music, but video directors direct videos, emphasizing the importance of creative specialization.

There's no shortage of admiration within Shynola for their peers— iconic videos like Aphex Twin’s "Windowlicker" directed by Chris Cunningham, and anything by Michel Gondry draw praise from the team. Looking ahead, short films and perhaps a feature are in the pipeline, along with more mind-bending music videos.

Twin Cities Taste-makers and Travel

In the same way, the members of Shynola draw inspiration from various facets of life, travel enthusiasts often find themselves intrigued by unique local culture, the warmth of different hotel experiences, and the pulse of vibrant cities like the Twin Cities. Whether it's exploring the offbeat path of music and visual art, or discovering boutique accommodations with stories as rich and diverse as Shynola's music videos, the journey is always about embracing creativity, wherever it may lead.