Sisterly Bonds Grow Strong in Mychelle's Music Video 'Magical'

Black Sheep Studios, BBH’s BAFTA-winning creative production studio, has produced its first music video since the re-launch, a film for UK singer-songwriter Mychelle and her latest track, Magical, combining visual storytelling with song writing and music.

The film, directed by Black Sheep Studios’ Korrie Powell, follows the relationship between two sisters and how they come together to form a close bond after one experiences a difficult situation. Black Sheep Studios was commissioned by Famm, Mychelle’s management company and label. 

The project marks Black Sheep Studios’ first music video since it relaunched last year as a full-service production company, focusing on content, design and music. ‘Magical’ is also the first time all three areas of the business have collaborated together, with the Music division having introduced Famm to the Content team, who in turn, on boarded Black Sheep Design to create the film’s graphic design elements. 

Two members of BBH’s Homegrown, the agency’s early careers programme where participants are given a paid four-month placement in the production, strategy and/or account management departments, also attended the shoot day, assisting Production and the wider crew, playing a pivotal part in keeping spirits and energy high on the shoot day. 

Korrie Powell said, “It’s more than a music video - it’s a letter to self-love and sisterhood. There is a nuance to the opening lyrics that we can all relate to on a human level however, the words ring even truer for the women of today. In an age of constant comparison and pressure to present the ‘perfect image’, women end up losing the unique intricacies that make them magical to hold themselves up to unrealistic standards.”

Korrie's film for Mychelle follows a long line of successful film and photography ventures, from his critically acclaimed film Rage to his successful Photography exhibition, Sonder, at Brixton House, which had its run extended due to the success. As well as having commercial success Directing films for Barclays, Tesco & The Photographer's Gallery.

Sophie FitzGerald, executive producer at Black Sheep Studios said: “It was such an honour for us to produce this for Mychelle, especially as the message of the song will resonate with so many and we think Korrie’s story brings this to life beautifully. We are looking forward to producing more music videos and seeing Korrie’s directing career continue to flourish.”