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Christopher Leon Price Directs First Music Video for Zero Zero

Zero Zero, You Know What to Do

Phoenix pop-rock outfit Zero Zero released its debut EP, MAYDAY, in October 2012. Since then, the band has been listed as one of the “Top 10 Phoenix Albums of 2012” by Phoenix New Times and KWSS named the band in its “Top 10 Spins of 2012” list.

Zero Zero is signed to 80/20 Records and will release a live album, Zero Zero +1, on Jan. 14. This month, the band teamed with director Christopher Leon Price, an Arizona native who moved to Los Angeles to pursue a career in filmmaking, to shoot a video for track “You Know What to Do.” The music video was a new venture for Price, whose experience mainly lies in narrative films.

The Spec caught up with Price to discuss his experience working on the video and how he got connected with Zero Zero, read what he had to say below…

Have you ever directed a music video before? What did you like most about working on this project?
“You Know What To Do” was my first music video project. Music videos are a really open genre of filmmaking, so going into it I knew that I’d have a lot of freedom to do what I wanted. My past projects have all been narrative films, so I wanted to bring over that experience into the project and not go the traditional hyper-cut, A.D.D.-inspired route, which is most prevalent. Instead, I treated it like a short film narrative, where just enough exposition is given through the visuals of the video and the rest could be interpreted by the audience.

The best part about the project was working with some young, really talented people in both Arizona and California. Seeing everyone pull through and bring the original concept for the video to life is something that every director lives for.

Can you tell us a little about your process of moving to LA, what type of projects you typically work on, and how you got connected with the band to produce this video?
I moved out to Los Angeles in 2011. Like most people looking to “break in” the industry, I came jobless and with no real contacts. I ping-ponged between a bunch of different gigs on and off set before settling in at a humbling job at Starbucks. It’s not really possible to have an ego when you’re serving coffee to the zombie masses. Thankfully, I was able to land a job at a post-production facility after about a year of that.

Intermittently, I directed some short films and reached out to those trying to make it just like me. My network eventually grew big enough to where I could gather a sizable crew to begin executing larger, more in-depth projects.

One of the people I initially moved to LA with was Mike Zimmerlich, who is the founder and head of 80/20 Records. Like me, Mike was looking to make an impact in LA, just with the music industry instead. He was an incredible roommate and became one of my best friends. Turns out, 80/20 Records was surging in Arizona and signed a bunch of new bands during his time here, one of which was Zero Zero. In 2012, Mike moved back to Arizona to handle the label and later approached me about directing Zero Zero’s next music video. I began pre-production for the project in early 2013.

Where was the video filmed and how long did the process take?
We had two major shoots in total: one in Arizona and the other in California. For budgetary reasons, we had to crew up in both states separately. Aside from Derek Johnson (the D.P on the project), we had two completely different units. In Arizona, we shot primarily at The Clarendon Hotel and in California, we used a friends’ house and some public spots for our locations.

From beginning to end, the project took about nine months to complete.

Is there a concrete theme or story line that is being portrayed through the video? Is that something the band came up with or was it your creative decision?
The idea came to me while I was listening to it over and over and over again, trying to pick it a part. It’s a fun, upbeat and sexy song, so I wanted the video to capture that flavor. Then it hit me, Nerf Gun Assassins. And that was it. The imagery is then just a backdrop for our audience to interpret. Music videos are meant to be provocative, to leave the viewer asking themselves questions at the end. We love to fill in the blanks, ya know? These women are out for revenge. That’s all you need to know.

Do you have plans to direct music videos in the future?
If someone approaches me and I like their music, and they’re willing to pay me, and I can do whatever the fuck I want, then yes, I’ll direct one again.

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