Baby Queen Opens Her Hallucinatory Mind for Trippy Video 'Medicine'
FAMILIA’s David East directs Baby Queen’s follow-up to Buzzkill - MEDICINE.
Born in Durban, South Africa, and now based in London, multi-instrumentalist and singer-songwriter Bella Latham adopted the moniker Baby Queen to write about the whirlwind life of Instagram influencers and fashion parties she found herself immersed in when she moved to London as a teenager. BabyQueen makes grunge-pop for a disaffected Gen Z, tackling issues like internet addiction and mental health head-on with incisive satire.
"Having worked with Baby Queen a few times and being close friends, this was a real treat to make. From start to finish it felt like a real collaboration. We wanted to create something that felt like it was all a bit of a hallucination. Creating a room that chopped and changed throughout almost felt like her mind. This was our approach. We had a great team from Poppy the art director to Thomas Hole DOP. The lighting was essential in this to bring this world to life and create an obscure atmosphere that she finds herself in. It was a real fun shoot." explains David.The inspiration behind this was to tell a story about Baby Queens personal experiences with antidepressants and how they can affect your mental health. FAMILIA wanted to express this in a very light and vivid way. The songs lyrics speak for themselves and taking that into consideration, created a whole world that felt like Baby Queens mind.
