Upcoming: Prentiss “running back” Music Video Release
The first Heart Project-produced music video will be releasing this Saturday March 12th on glass.xyz
The music video to Prentiss’ “running back,’’ from his debut EP hey prentiss, will premiere on glass.xyz this Saturday, March 12th. Produced by Y2K (featured in the video as a smiling tree), the song started as a simple guitar riff that evolved into an upbeat, heartfelt track. The playful narrative of the video moves through a morning in the life of Prentiss, who has overslept for school. Viewers will follow Prentiss into a whimsical dream state and back into reality after a rude awakening from his father (played by Benny Blanco).
Written, directed, and produced by The Heart Project, this music video is a testament to the power of collaboration in the age of the internet. Pulling from his experience in music video production, Aidan Cullen (founder of The Heart Project) harnessed the creative force of the Hearts community to kick pre-production into gear. Heart-NFT-holders joined live brainstorming sessions with Prentiss and Aidan to shape the concept for the video and develop a treatment. Bringing this vision to life, the Hearts community continued to play integral roles in every step of the production process: the direction of photography, 3-D animation, editing, coloring, BTS videography, and set design were all executed by Heart-holders.
The music video will be dropped on Glass.xyz as a collection of 125 unique editions, each priced at 0.125 Ethereum, a week prior to its release on YouTube. A large portion of the money generated from this sale will go back into the Hearts community wallet to fund more creative Heart-holder projects like this.