harry hook scottish tweets 1/?

Harry Styles’ “Adore You” Is Everything a Music Video Should Be (Including Underappreciated by The VMAs)

KSD NOTE: there is a mention of suicide in regards to the beginning of Adore You.

On November 18, 2019, a website promoting a mysterious place called Eroda (“No Land Quite Like It”) arrived on the internet. Two days later, the official Twitter account for this fictional frown-shaped island began teasing local seaside attractions. You may have missed it, depending on which corners of the internet you choose to lurk, but not if you were a Harry Styles fan, a group that went into pure overdrive trying to figure out what it all meant.

I, for one, missed it at the time. I was unaware this account was cryptically quote tweeting fans as they tried to piece together what was happening, what it meant, and what it could be connected to (Greek Mythology and Lost were a couple of theories posed in comments, Twitter threads, and Reddit). Meanwhile, the Columbia Records marketing department had been hard at work for months, devising this specific and highly-detailed campaign around the music video for Styles’ second single, “Adore You” from his second solo album, Fine Line, ever since he shot the video in Scotland in August 2019 (Eroda = Adore backwards — clever!).

But it was all leading up to the morning of Friday, December 6 when the video was released, one week before the full-length album arrived. Up until that point, I had never seen an entire Harry Styles music video, but what happened next was inevitable. Somehow, as a self-proclaimed boy band scholar, I had never paid much attention to One Direction. I kept a distant eye on Styles since they disbanded, intrigued by the decisions he was making in his solo career. But I hadn’t yet realized I’d been in the ring all throughout the fall of 2019, fighting to resist the inevitable fascination that awaited. First came the jab of Rob Sheffield’s Rolling Stone profile, followed by the cross of “Lights Up”, a song that cracked my Top 20 most listened to songs of the year despite being released just two months before Spotify so thoughtfully compiled that personalized playlist. Then there was the hook of his SNL hosting stint in November (and bless you Bowen Yang for that Sara Lee sketch), which then leads us to the “Adore You” video, the uppercut and ultimate TKO. I surrendered in what felt like a near instant. I was now a Harry Styles fan. (If we’re following this analogy, I sat up to spit out some blood after seeing that cover of “Juice” before my head quickly hit the mat again with a loud thud).

Maybe it’s not quite remarkable that I took time out of a Friday morning to watch a music video, but that I sat at my desk, in an office, with other people around (back when we did those kinds of things) and proceeded to wipe away a few tiny tears from under my eyes by the end of it, was an experience I had not been through… maybe ever? In a world of lyric videos and TikToks, actual, thoughtful, impactful music videos with a full (and sweet!) story are about as rare as a glowing and growing fish these days.

Ultimately, “Adore You” does everything a music video should do. In nearly eight minutes, this video uses excellent visual effects in a cool and interesting way, tells a compelling and heartfelt story, is anchored by an irresistible leading man and an adorable sidekick, is backed up by the catchiest song you could ever dream of, and culminates with a touching and hopeful ending. It’s a treat for the eyes and the ears and the soul. It’s innovative and the kind of thing that begs you to watch it more than once to catch all the details (and yes, I do tear up every time).

So one would think that an award show with the specific purpose of celebrating this type of creativity would be extra sure to nominate such a charming and effective clip, but alas, “Adore You” was overlooked in the MTV Video Music Awards main categories this year. Of course, some could argue that that fact only adds to the video’s credibility but I’ll do my best to not be that petty as I’m still rooting for it to win in the three technical categories where it picked up nominations: Best Visual Effects by Mathematic, Best Art Direction by Laura Ellis Cricks, and Best Direction by Dave Meyers, who remains one of the most inventive and influential directors of all time and whose videos with artists such as Missy Elliot, Pink, and Kendrick Lamar have been racking up nominations for nearly 20 years now. He also saw four other videos he directed get recognized this year: Normani’s “Motivation” (Best Chorography), Travis Scott’s “Highest in the Room” (Best Hop Hop and Best Visual Effects), Anderson .Paak’s “Lockdown” (Video For Good), and Camila Cabello feat. DaBaby’s “My Oh My” (Best Cinematography).

But I reached out to Meyers to specifically ask about the intricate details of “Adore You” and how it all came to be; how he captured such a vibe with the overcast and dreary weather, mixed so wonderfully with the charming oddities of the people that make up this world of Eroda. In addition to directing the video, he also co-wrote the story with Chris Shafer and said, “It’s the first idea that popped to mind after the first listen to the song, and the first idea I pitched to Harry. It was a story that underscored my understanding of what Harry stood for and felt it was necessary to tell it as a narrative to convey his optimism.”

The extended version of the video starts with a two-and-a-half-minute introduction to the world of Eroda, narrated by Rosalia. This includes the “peculiar” people and their professions on the island, meeting The Boy (Styles) and his glowing smile that most people try to avoid, and the quirky superstitions these people continue to live by. “It all served a purpose,” Meyers said of the details. “The superstitions were a set up for how society generally reacts to different things. They fear change or oddity, even if it’s what’s best for them.”

Meyers, however, did not share in that fear, as much of this video provided for interesting and new opportunities he had yet to experience throughout his decades-long career, which he listed off: ”Compelling narrative, CG character, remote location, Scottish crew (nothing phased them),” also noting that all of the other characters in the video were locals as well. So perhaps they were less fazed by the atmosphere across the four-day shoot in Scotland, but as Meyers recalled, the “weather was nuts. It rained every 20 minutes, then the sun, then cloud over.”

However, it’s likely that Mother Nature is also a Styles fan, as Meyers recalled, “I seem to remember going up on the hill for Harry’s picnic with the fish and being worried that it was so gloomy. By the time we came to shoot, the sun came out. And then the sun went away as soon as the scene was over. Similarly, we had the worst storm when Harry was contemplating suicide at the start. Pouring rain, drenching him. So I guess in that sense it was fun watching how Scotland provided a backdrop for the emotions we were after.”

And hey, at least they had the weather on their side to add to the mood while shooting the video, as one of their main characters, well, didn’t exist. “It was very odd shooting with no fish,” Meyers admitted. “But was quite rewarding later seeing it dropped in and making empathic sense to the story we were after.”

Of course, the main character they did have on hand is an awfully useful and appealing one at that. Fans became enamored with the moment Styles uses the back of his hand to check the temperature of a coffee pot before dumping the fish inside the water so it could stay alive. I asked Meyers about this particular moment and he said, “The problem we had was apparent when Harry ran in and threw the fish in the pot. We all sorta felt — well, what if it was hot? So I believe Harry improvised that as a solution and we felt it was perfect for the character’s sensitivity and consideration for this poor fish.” And that’s not the only nice thing he does for his fish friend — he also serves him a tiny taco! “The taco was a whimsical way to express friendship between Harry and the fish,” Meyers offered. It looked pretty tasty, too.

The entire video serves as a showcase for what Styles does best and what makes him such a unique artist: his music, his acting, and his charisma, which Meyers knew would offer him a lot to work with. “Harry is a leading man. I felt that from my first meeting and wanted to play with his wonderful range of emotions. So finding a story with a real character arc was part of my focus in building this world.” Meyers described working on “Adore You” as an “all-around memorable shoot: awesome location, lovely Harry, compelling story, great effects, and… it worked.”

It did. And it was a risk: a video this complex and detailed (and one has to assume, costly), attached to a marketing campaign that proved to be even more involved, still came with no guarantee that the fans wouldn’t shrug it off. But as Manos Xanthogeorgis, SVP of Digital Marketing & Media at Columbia Records told Billboard last year, “When you have a video and a piece of art at such a level, it’s an incredible challenge for the rest of the team to build a campaign at that same level of artistry and creativity.” Oh, and that was only step one, as the marketing team engaged in “real-time marketing” with fans online, ensuring they would continue to remain engaged by dropping clues and clips in the lead-up to the video premiere and subsequently the album. “This whole campaign was around mystery and sometimes mystery is more powerful than knowledge,” Xanthogeorgis said. The Twitter handle has remained active throughout 2020, used as a continual marketing tool for Styles’ next videos including the Meyers-directed “Falling” and this summer’s hit, “Watermelon Sugar.”

With that kind of fan engagement, “Adore You” seemed like a no-brainer for the fan-voted categories of the VMAs this year, as they surely would’ve turned out to vote just as feverishly for this video as they did when searching for clues (about a made-up island, at that!). But hey, maybe MTV was just not interested in massive fan engagement this year — after all, it’s not like everything Styles does, including growing freakin’ facial hair, has the internet in a tizzy for weeks. Ultimately, as the impact of music videos (and certainly the ceremony celebrating them) continues to lose relevance, the disregard of this specific project simply feels like a missed opportunity to acknowledge a rare achievement in the art form.

While Meyers was sure to describe his inclusion in the VMA nominations this year as “lovely and flattering” (and he better have a moonperson in his possession this time next week, MTV!) it’s still puzzling why “Adore You” wouldn’t be included in the big categories, considering Styles is squarely within their demo, at the very least. That “Adore You” is also a technical and storytelling masterpiece, as well as a full moment that was used as inspiration both for the experience online and in-person at the Fine Line Spotify listening party last December, that also comes packed with one of the most enthusiastic groups of fans around, well, that should have had the entire network drooling.

Of course, some of this can simply be chalked up to a perfect storm. As far as his singles go, “Lights Up” was a nice appetizer, but “Adore You” remains the delicious entree (you already know what’s for dessert). “Adore You” is a perfect pop record if I’ve ever heard one (and I have) and deserved a special video. A Chris Isaak “Wicked Game” sexy vibe wasn’t going to work here. The song tells the story of such passionate, pure, and heartachingly naive and innocent love that it almost had to be directed toward a non-human being. Instead, Styles chose to inject those same carefree, sweaty, sticky, delicious, whimsical beach vibes into the “Watermelon Sugar” clip, which was the right choice, and not just for the summertime season (MTV has since added the Song of Summer category to the VMAs and included “Watermelon Sugar”).

But it’s “Adore You” that has melodies that bring a smile to the faces of babies, get your toes tapping even when you hear it in the dentist’s chair, and likely has my neighbors rolling their eyes when I sing along to it in the shower. The song is so simple it’s deep, a theme reflected in the video, as is the central reminder to help and care for others, a thoroughly 2020 message.

However, not all is lost. Both “Adore You” and “Watermelon Sugar” continue to rack up major spins at radio with the latter hitting number one on the Billboard charts earlier this month. Grammy voting kicks off at the end of September and Academy members should take note. Not only is Fine Line more than worthy of being acknowledged, but having Styles on hand to potentially collect trophies and perform is in your best interest when it comes to viewers and online chatter. Do not wait to take him seriously. This is the album, this is the time. Prove that you aren’t a bunch of stodgy old white men who think he’s just for teen (and um, thirty-something) girls, but that you understand the music he enjoys, is inspired by, and subsequently makes, is the same rock music you appreciate as well. An artist like Styles can be both of those things at the same time, and really, the best of both worlds. Give the album a listen, and then one more to let it all sink in. If you have not yet succumbed to the force that is Harry Styles fandom, I truly can’t recommend it enough — and please know that it will get you eventually.

Source: Decider.com

On November 18, 2019, a website promoting a mysterious place called Eroda (“No Land Quite Like It”) arrived on the internet. Two days later, the official Twitter account for this fictional frown-shaped island began teasing local seaside attractions. You may have missed it, depending on which corners of the internet you choose to lurk, but not if you were a Harry Styles fan, a group that went into pure overdrive trying to figure out what it all meant.

I, for one, missed it at the time. I was unaware this account was cryptically quote tweeting fans as they tried to piece together what was happening, what it meant, and what it could be connected to (Greek Mythology and Lostwere a couple of theories posed in comments, Twitter threads, and Reddit). Meanwhile, the Columbia Records marketing department had been hard at work for months, devising this specific and highly-detailed campaign around the music video for Styles’ second single, “Adore You” from his second solo album, Fine Line, ever since he shot the video in Scotland in August 2019 (Eroda = Adore backwards — clever!).

But it was all leading up to the morning of Friday, December 6 when the video was released, one week before the full-length album arrived. Up until that point, I had never seen an entire Harry Styles music video, but what happened next was inevitable. Somehow, as a self-proclaimed boy band scholar, I had never paid much attention to One Direction. I kept a distant eye on Styles since they disbanded, intrigued by the decisions he was making in his solo career. But I hadn’t yet realized I’d been in the ring all throughout the fall of 2019, fighting to resist the inevitable fascination that awaited. First came the jab of Rob Sheffield’s Rolling Stoneprofile, followed by the cross of “Lights Up”, a song that cracked my Top 20 most listened to songs of the year despite being released just two months before Spotify so thoughtfully compiled that personalized playlist. Then there was the hook of his SNL hosting stint in November (and bless you Bowen Yang for that Sara Lee sketch), which then leads us to the “Adore You” video, the uppercut and ultimate TKO. I surrendered in what felt like a near instant. I was now a Harry Styles fan. (If we’re following this analogy, I sat up to spit out some blood after seeing that cover of “Juice” before my head quickly hit the mat again with a loud thud).

Maybe it’s not quite remarkable that I took time out of a Friday morning to watch a music video, but that I sat at my desk, in an office, with other people around (back when we did those kinds of things) and proceeded to wipe away a few tiny tears from under my eyes by the end of it, was an experience I had not been through… maybe ever? In a world of lyric videos and TikToks, actual, thoughtful, impactful music videos with a full (and sweet!) story are about as rare as a glowing and growing fish these days.

Ultimately, “Adore You” does everything a music video should do. In nearly eight minutes, this video uses excellent visual effects in a cool and interesting way, tells a compelling and heartfelt story, is anchored by an irresistible leading man and an adorable sidekick, is backed up by the catchiest song you could ever dream of, and culminates with a touching and hopeful ending. It’s a treat for the eyes and the ears and the soul. It’s innovative and the kind of thing that begs you to watch it more than once to catch all the details (and yes, I do tear up every time).

So one would think that an award show with the specific purpose of celebrating this type of creativity would be extra sure to nominate such a charming and effective clip, but alas, “Adore You” was overlooked in the MTV Video Music Awards main categories this year. Of course, some could argue that that fact only adds to the video’s credibility but I’ll do my best to not be that petty as I’m still rooting for it to win in the three technical categories where it picked up nominations: Best Visual Effects by Mathematic, Best Art Direction by Laura Ellis Cricks, and Best Direction by Dave Meyers, who remains one of the most inventive and influential directors of all time and whose videos with artists such as Missy Elliot, Pink, and Kendrick Lamar have been racking up nominations for nearly 20 years now. He also saw four other videos he directed get recognized this year: Normani’s “Motivation” (Best Chorography), Travis Scott’s “Highest in the Room” (Best Hop Hop and Best Visual Effects), Anderson .Paak’s “Lockdown” (Video For Good), and Camila Cabello feat. DaBaby’s “My Oh My” (Best Cinematography).

But I reached out to Meyers to specifically ask about the intricate details of “Adore You” and how it all came to be; how he captured such a vibe with the overcast and dreary weather, mixed so wonderfully with the charming oddities of the people that make up this world of Eroda. In addition to directing the video, he also co-wrote the story with Chris Shafer and said, “It’s the first idea that popped to mind after the first listen to the song, and the first idea I pitched to Harry. It was a story that underscored my understanding of what Harry stood for and felt it was necessary to tell it as a narrative to convey his optimism.”

The extended version of the video starts with a two-and-a-half-minute introduction to the world of Eroda, narrated by Rosalia. This includes the “peculiar” people and their professions on the island, meeting The Boy (Styles) and his glowing smile that most people try to avoid, and the quirky superstitions these people continue to live by. “It all served a purpose,” Meyers said of the details. “The superstitions were a set up for how society generally reacts to different things. They fear change or oddity, even if it’s what’s best for them.”

Meyers, however, did not share in that fear, as much of this video provided for interesting and new opportunities he had yet to experience throughout his decades-long career, which he listed off: ”Compelling narrative, CG character, remote location, Scottish crew (nothing fazed them),” also noting that all of the other characters in the video were locals as well. So perhaps they were less fazed by the atmosphere across the four-day shoot in Scotland, but as Meyers recalled, the “weather was nuts. It rained every 20 minutes, then the sun, then cloud over.”

However, it’s likely that Mother Nature is also a Styles fan, as Meyers recalled, “I seem to remember going up on the hill for Harry’s picnic with the fish and being worried that it was so gloomy. By the time we came to shoot, the sun came out. And then the sun went away as soon as the scene was over. Similarly, we had the worst storm when Harry was contemplating suicide at the start. Pouring rain, drenching him. So I guess in that sense it was fun watching how Scotland provided a backdrop for the emotions we were after.”

And hey, at least they had the weather on their side to add to the mood while shooting the video, as one of their main characters, well, didn’t exist. “It was very odd shooting with no fish,” Meyers admitted. “But was quite rewarding later seeing it dropped in and making empathic sense to the story we were after.”

Of course, the main character they did have on hand is an awfully useful and appealing one at that. Fans became enamored with the moment Styles uses the back of his hand to check the temperature of a coffee pot before dumping the fish inside the water so it could stay alive. I asked Meyers about this particular moment and he said, “The problem we had was apparent when Harry ran in and threw the fish in the pot. We all sorta felt — well, what if it was hot? So I believe Harry improvised that as a solution and we felt it was perfect for the character’s sensitivity and consideration for this poor fish.” And that’s not the only nice thing he does for his fish friend — he also serves him a tiny taco! “The taco was a whimsical way to express friendship between Harry and the fish,” Meyers offered. It looked pretty tasty, too.

The entire video serves as a showcase for what Styles does best and what makes him such a unique artist: his music, his acting, and his charisma, which Meyers knew would offer him a lot to work with. “Harry is a leading man. I felt that from my first meeting and wanted to play with his wonderful range of emotions. So finding a story with a real character arc was part of my focus in building this world.” Meyers described working on “Adore You” as an “all-around memorable shoot: awesome location, lovely Harry, compelling story, great effects, and… it worked.”

It did. And it was a risk: a video this complex and detailed (and one has to assume, costly), attached to a marketing campaign that proved to be even more involved, still came with no guarantee that the fans wouldn’t shrug it off. But as Manos Xanthogeorgis, SVP of Digital Marketing & Media at Columbia Records told Billboard last year, “When you have a video and a piece of art at such a level, it’s an incredible challenge for the rest of the team to build a campaign at that same level of artistry and creativity.” Oh, and that was only step one, as the marketing team engaged in “real-time marketing” with fans online, ensuring they would continue to remain engaged by dropping clues and clips in the lead-up to the video premiere and subsequently the album. “This whole campaign was around mystery and sometimes mystery is more powerful than knowledge,” Xanthogeorgis said. The Twitter handle has remained active throughout 2020, used as a continual marketing tool for Styles’ next videos including the Meyers-directed “Falling” and this summer’s hit, “Watermelon Sugar.”

With that kind of fan engagement, “Adore You” seemed like a no-brainer for the fan-voted categories of the VMAs this year, as they surely would’ve turned out to vote just as feverishly for this video as they did when searching for clues (about a made-up island, at that!). But hey, maybe MTV was just not interested in massive fan engagement this year — after all, it’s not like everything Styles does, including growing freakin’ facial hair, has the internet in a tizzy for weeks. Ultimately, as the impact of music videos (and certainly the ceremony celebrating them) continues to lose relevance, the disregard of this specific project simply feels like a missed opportunity to acknowledge a rare achievement in the art form.

While Meyers was sure to describe his inclusion in the VMA nominations this year as “lovely and flattering” (and he better have a moonperson in his possession this time next week, MTV!) it’s still puzzling why “Adore You” wouldn’t be included in the big categories, considering Styles is squarely within their demo, at the very least. That “Adore You” is also a technical and storytelling masterpiece, as well as a full moment that was used as inspiration both for the experience online and in-person at the Fine Line Spotify listening party last December, that also comes packed with one of the most enthusiastic groups of fans around, well, that should have had the entire network drooling.

Of course, some of this can simply be chalked up to a perfect storm. As far as his singles go, “Lights Up” was a nice appetizer, but “Adore You” remains the delicious entree (you already know what’s for dessert). “Adore You” is a perfect pop record if I’ve ever heard one (and I have) and deserved a special video. A Chris Isaak “Wicked Game” sexy vibe wasn’t going to work here. The song tells the story of such passionate, pure, and heartachingly naive and innocent love that it almost had to be directed toward a non-human being. Instead, Styles chose to inject those same carefree, sweaty, sticky, delicious, whimsical beach vibes into the “Watermelon Sugar” clip, which was the right choice, and not just for the summertime season (MTV has since added the Song of Summer category to the VMAs and included “Watermelon Sugar”).

But it’s “Adore You” that has melodies that bring a smile to the faces of babies, get your toes tapping even when you hear it in the dentist’s chair, and likely has my neighbors rolling their eyes when I sing along to it in the shower. The song is so simple it’s deep, a theme reflected in the video, as is the central reminder to help and care for others, a thoroughly 2020 message.

However, not all is lost. Both “Adore You” and “Watermelon Sugar” continue to rack up major spins at radio with the latter hitting number one on the Billboard charts earlier this month. Grammy voting kicks off at the end of September and Academy members should take note. Not only is Fine Line more than worthy of being acknowledged, but having Styles on hand to potentially collect trophies and perform is in your best interest when it comes to viewers and online chatter. Do not wait to take him seriously. This is the album, this is the time. Prove that you aren’t a bunch of stodgy old white men who think he’s just for teen (and um, thirty-something) girls, but that you understand the music he enjoys, is inspired by, and subsequently makes, is the same rock music you appreciate as well. An artist like Styles can be both of those things at the same time, and really, the best of both worlds. Give the album a listen, and then one more to let it all sink in. If you have not yet succumbed to the force that is Harry Styles fandom, I truly can’t recommend it enough — and please know that it will get you eventually.

On November 18, 2019, a website promoting a mysterious place called Eroda (“No Land Quite Like It”) arrived on the internet. Two days later, the official Twitter account for this fictional frown-shaped island began teasing local seaside attractions. You may have missed it, depending on which corners of the internet you choose to lurk, but not if you were a Harry Styles fan, a group that went into pure overdrive trying to figure out what it all meant.

I, for one, missed it at the time. I was unaware this account was cryptically quote tweeting fans as they tried to piece together what was happening, what it meant, and what it could be connected to (Greek Mythology and Lost were a couple of theories posed in comments, Twitter threads, and Reddit). Meanwhile, the Columbia Records marketing department had been hard at work for months, devising this specific and highly-detailed campaign around the music video for Styles’ second single, “Adore You” from his second solo album, Fine Line, ever since he shot the video in Scotland in August 2019 (Eroda = Adore backwards — clever!).

But it was all leading up to the morning of Friday, December 6 when the video was released, one week before the full-length album arrived. Up until that point, I had never seen an entire Harry Styles music video, but what happened next was inevitable. Somehow, as a self-proclaimed boy band scholar, I had never paid much attention to One Direction. I kept a distant eye on Styles since they disbanded, intrigued by the decisions he was making in his solo career. But I hadn’t yet realized I’d been in the ring all throughout the fall of 2019, fighting to resist the inevitable fascination that awaited. First came the jab of Rob Sheffield’s Rolling Stone profile, followed by the cross of “Lights Up”, a song that cracked my Top 20 most listened to songs of the year despite being released just two months before Spotify so thoughtfully compiled that personalized playlist. Then there was the hook of his SNL hosting stint in November (and bless you Bowen Yang for that Sara Lee sketch), which then leads us to the “Adore You” video, the uppercut and ultimate TKO. I surrendered in what felt like a near instant. I was now a Harry Styles fan. (If we’re following this analogy, I sat up to spit out some blood after seeing that cover of “Juice” before my head quickly hit the mat again with a loud thud).

Maybe it’s not quite remarkable that I took time out of a Friday morning to watch a music video, but that I sat at my desk, in an office, with other people around (back when we did those kinds of things) and proceeded to wipe away a few tiny tears from under my eyes by the end of it, was an experience I had not been through… maybe ever? In a world of lyric videos and TikToks, actual, thoughtful, impactful music videos with a full (and sweet!) story are about as rare as a glowing and growing fish these days.

Ultimately, “Adore You” does everything a music video should do. In nearly eight minutes, this video uses excellent visual effects in a cool and interesting way, tells a compelling and heartfelt story, is anchored by an irresistible leading man and an adorable sidekick, is backed up by the catchiest song you could ever dream of, and culminates with a touching and hopeful ending. It’s a treat for the eyes and the ears and the soul. It’s innovative and the kind of thing that begs you to watch it more than once to catch all the details (and yes, I do tear up every time).

So one would think that an award show with the specific purpose of celebrating this type of creativity would be extra sure to nominate such a charming and effective clip, but alas, “Adore You” was overlooked in the MTV Video Music Awards main categories this year. Of course, some could argue that that fact only adds to the video’s credibility but I’ll do my best to not be that petty as I’m still rooting for it to win in the three technical categories where it picked up nominations: Best Visual Effects by Mathematic, Best Art Direction by Laura Ellis Cricks, and Best Direction by Dave Meyers, who remains one of the most inventive and influential directors of all time and whose videos with artists such as Missy Elliot, Pink, and Kendrick Lamar have been racking up nominations for nearly 20 years now. He also saw four other videos he directed get recognized this year: Normani’s “Motivation” (Best Chorography), Travis Scott’s “Highest in the Room” (Best Hop Hop and Best Visual Effects), Anderson .Paak’s “Lockdown” (Video For Good), and Camila Cabello feat. DaBaby’s “My Oh My” (Best Cinematography).

But I reached out to Meyers to specifically ask about the intricate details of “Adore You” and how it all came to be; how he captured such a vibe with the overcast and dreary weather, mixed so wonderfully with the charming oddities of the people that make up this world of Eroda. In addition to directing the video, he also co-wrote the story with Chris Shafer and said, “It’s the first idea that popped to mind after the first listen to the song, and the first idea I pitched to Harry. It was a story that underscored my understanding of what Harry stood for and felt it was necessary to tell it as a narrative to convey his optimism.”

The extended version of the video starts with a two-and-a-half-minute introduction to the world of Eroda, narrated by Rosalia. This includes the “peculiar” people and their professions on the island, meeting The Boy (Styles) and his glowing smile that most people try to avoid, and the quirky superstitions these people continue to live by. “It all served a purpose,” Meyers said of the details. “The superstitions were a set up for how society generally reacts to different things. They fear change or oddity, even if it’s what’s best for them.”

Meyers, however, did not share in that fear, as much of this video provided for interesting and new opportunities he had yet to experience throughout his decades-long career, which he listed off: ”Compelling narrative, CG character, remote location, Scottish crew (nothing fazed them),” also noting that all of the other characters in the video were locals as well. So perhaps they were less fazed by the atmosphere across the four-day shoot in Scotland, but as Meyers recalled, the “weather was nuts. It rained every 20 minutes, then the sun, then cloud over.”

However, it’s likely that Mother Nature is also a Styles fan, as Meyers recalled, “I seem to remember going up on the hill for Harry’s picnic with the fish and being worried that it was so gloomy. By the time we came to shoot, the sun came out. And then the sun went away as soon as the scene was over. Similarly, we had the worst storm when Harry was contemplating suicide at the start. Pouring rain, drenching him. So I guess in that sense it was fun watching how Scotland provided a backdrop for the emotions we were after.”

And hey, at least they had the weather on their side to add to the mood while shooting the video, as one of their main characters, well, didn’t exist. “It was very odd shooting with no fish,” Meyers admitted. “But was quite rewarding later seeing it dropped in and making empathic sense to the story we were after.”

Of course, the main character they did have on hand is an awfully useful and appealing one at that. Fans became enamored with the moment Styles uses the back of his hand to check the temperature of a coffee pot before dumping the fish inside the water so it could stay alive. I asked Meyers about this particular moment and he said, “The problem we had was apparent when Harry ran in and threw the fish in the pot. We all sorta felt — well, what if it was hot? So I believe Harry improvised that as a solution and we felt it was perfect for the character’s sensitivity and consideration for this poor fish.” And that’s not the only nice thing he does for his fish friend — he also serves him a tiny taco! “The taco was a whimsical way to express friendship between Harry and the fish,” Meyers offered. It looked pretty tasty, too.

The entire video serves as a showcase for what Styles does best and what makes him such a unique artist: his music, his acting, and his charisma, which Meyers knew would offer him a lot to work with. “Harry is a leading man. I felt that from my first meeting and wanted to play with his wonderful range of emotions. So finding a story with a real character arc was part of my focus in building this world.” Meyers described working on “Adore You” as an “all-around memorable shoot: awesome location, lovely Harry, compelling story, great effects, and… it worked.”

It did. And it was a risk: a video this complex and detailed (and one has to assume, costly), attached to a marketing campaign that proved to be even more involved, still came with no guarantee that the fans wouldn’t shrug it off. But as Manos Xanthogeorgis, SVP of Digital Marketing & Media at Columbia Records told Billboard last year, “When you have a video and a piece of art at such a level, it’s an incredible challenge for the rest of the team to build a campaign at that same level of artistry and creativity.” Oh, and that was only step one, as the marketing team engaged in “real-time marketing” with fans online, ensuring they would continue to remain engaged by dropping clues and clips in the lead-up to the video premiere and subsequently the album. “This whole campaign was around mystery and sometimes mystery is more powerful than knowledge,” Xanthogeorgis said. The Twitter handle has remained active throughout 2020, used as a continual marketing tool for Styles’ next videos including the Meyers-directed “Falling” and this summer’s hit, “Watermelon Sugar.”

With that kind of fan engagement, “Adore You” seemed like a no-brainer for the fan-voted categories of the VMAs this year, as they surely would’ve turned out to vote just as feverishly for this video as they did when searching for clues (about a made-up island, at that!). But hey, maybe MTV was just not interested in massive fan engagement this year — after all, it’s not like everything Styles does, including growing freakin’ facial hair, has the internet in a tizzy for weeks. Ultimately, as the impact of music videos (and certainly the ceremony celebrating them) continues to lose relevance, the disregard of this specific project simply feels like a missed opportunity to acknowledge a rare achievement in the art form.

While Meyers was sure to describe his inclusion in the VMA nominations this year as “lovely and flattering” (and he better have a moonperson in his possession this time next week, MTV!) it’s still puzzling why “Adore You” wouldn’t be included in the big categories, considering Styles is squarely within their demo, at the very least. That “Adore You” is also a technical and storytelling masterpiece, as well as a full moment that was used as inspiration both for the experience online and in-person at the Fine Line Spotify listening party last December, that also comes packed with one of the most enthusiastic groups of fans around, well, that should have had the entire network drooling.

Of course, some of this can simply be chalked up to a perfect storm. As far as his singles go, “Lights Up” was a nice appetizer, but “Adore You” remains the delicious entree (you already know what’s for dessert). “Adore You” is a perfect pop record if I’ve ever heard one (and I have) and deserved a special video. A Chris Isaak “Wicked Game” sexy vibe wasn’t going to work here. The song tells the story of such passionate, pure, and heartachingly naive and innocent love that it almost had to be directed toward a non-human being. Instead, Styles chose to inject those same carefree, sweaty, sticky, delicious, whimsical beach vibes into the “Watermelon Sugar” clip, which was the right choice, and not just for the summertime season (MTV has since added the Song of Summer category to the VMAs and included “Watermelon Sugar”).

But it’s “Adore You” that has melodies that bring a smile to the faces of babies, get your toes tapping even when you hear it in the dentist’s chair, and likely has my neighbors rolling their eyes when I sing along to it in the shower. The song is so simple it’s deep, a theme reflected in the video, as is the central reminder to help and care for others, a thoroughly 2020 message.

However, not all is lost. Both “Adore You” and “Watermelon Sugar” continue to rack up major spins at radio with the latter hitting number one on the Billboard charts earlier this month. Grammy voting kicks off at the end of September and Academy members should take note. Not only is Fine Line more than worthy of being acknowledged, but having Styles on hand to potentially collect trophies and perform is in your best interest when it comes to viewers and online chatter. Do not wait to take him seriously. This is the album, this is the time. Prove that you aren’t a bunch of stodgy old white men who think he’s just for teen (and um, thirty-something) girls, but that you understand the music he enjoys, is inspired by, and subsequently makes, is the same rock music you appreciate as well. An artist like Styles can be both of those things at the same time, and really, the best of both worlds. Give the album a listen, and then one more to let it all sink in. If you have not yet succumbed to the force that is Harry Styles fandom, I truly can’t recommend it enough — and please know that it will get you eventually. 

Hear Calvin Harris' New Song 'Slide' With Frank Ocean, Migos

Calvin Harris has unveiled his new song "Slide," which features Frank Ocean and Migos. Harris, Ocean and Migos' members Quavo and Offset are all credited with writing the song. The song is available now via iTunes.

Prior to the song's release, the Scottish DJ-producer teased the tune via social media with snippets that featured a few bars while scenes of rolling down a peaceful street in a vehicle played. Coupled with the sun-kissed palm trees on the cover art Harris shared, his teasers matched the tune's laidback, summery feel-good vibe, which Harris alluded to earlier in the week. "All my songs in 2017 have been sonically designed to make you feel fucking incredible," he tweeted.

The sultry, piano-tipped grooving song features handclapped-styled beats and pitched background vocals. Ocean croons on the hook, "Do you slide on all your nights like this?/ Do you try on all your nights like this?"

Later, Offset raps, "Swallow the bottle while I sit back and smoke gelato/ Walk in my mansion 20 thousand paintin' Picasso/ Bitches be dippin', dabbin' with niggas like a nacho/ Take off her panties, diamonds dancin' like Rick Ricardo."

This is Ocean's first piece of new music since he released his Endless and Blonde albums last year, the latter of which marked the singer's first independent release. In "Slide"'s liner notes, it cheekily reads, "Frank Ocean appears courtesy of Frank Ocean."

In September, Harris released "My Way," a rare track in that he sings on it, which he hadn't done since his 2014 hit, "Summer."

--Rolling Stone, 2/24/17

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