The world is awash with music videos, from the ultra-forgettable to the fascinating and the truly strange. Then there’s a lady called Natalie Roth, who apparently doesn’t feel the need to be describable in those terms. It’s not often you see a video artist who simply does things their way, not “the market norm” way.
Roth is an LA musician with a pedigree in films. That seems to be the basis for some very different approaches to her music videos. She creates a presence, and gives you the soundtrack to go with the character plays. Among new music artists, she’s quite unusual for the level of individuality and personal presence she puts in to her videos. Her music is a mix of pop music, indie music, and a certain indefinable character which is all her own.
The videos are something else. Her film work includes Iran: Days of Crisis, Baby Sister, Rent Free, Lima: Breaking the Silence, and The Delta Force, and the experience shows. Just when you’re expecting a nice pop video, she springs Daddy on you, a virtual tour de force of parental separation and a young kid in the middle of the split.
Now check out the video – She works with a guy called Avi Toledano, a major Israeli singer, and puts herself in the background, carrying her song, but letting the video tell the story. Not quite the usual barrage of close-ups and “facial dictatorship” you see in most pop videos, at all.
Roth is looking like someone with something to say as an artist, and so far, what she’s had to say has been well worth hearing. She’s no normal squeaky popstar with nothing happening but clothes and hairstyles. She’s making statements, and it’ll be interesting to see what happens next.
For an interesting look at an artist who’s really looking promising and evolving a new style of videos, check out her website here at www.natalieroth.net. If this is what she can do at this stage of her career, the rest will be worth waiting for.