Joseph Carney & IAMTHELIVING Share Refreshing Release “The Reverse Music Video”

Acclaimed filmmaker Joseph Carney and Juno-nominated recording artist IAMTHELIVING have shared an eclectic new release called “The Reverse Music Video.” Both artists were raised in the UK, but connected in Vancouver, Canada to create “The Reverse Music Video.” The collaboration finds the two artists sharing a natural chemistry that translates to a cohesive package of engaging, refreshing visuals and audio.

A unique offering, “The Reverse Music Video” was crafted through an idiosyncratic process, in which, Carney first filmed IAMTHELIVING’s loose vocal improvisations and built a story on the fly, then constructed a song by combining multitudes of takes, resulting in a song & music video unlike any other- one where the video came first, and then the music second.

Always unafraid to test new ground, Carney and IAMTHELIVING deliver a boundary-pushing offering on “The Reverse Music Video”, which presents a refreshing take upon music visuals in a current landscape where many are falling into the same patterns. Featuring an enlivening combination of atmospheric alternative R&B sounds from IAMTHELIVING and glowing, focused shots from Carney that inspire a feeling of clarity, “The Reverse Music Video” is a release that beckons many re-visits.