The Artist Explains: Andre Tajchman - 'I Am The Sun' (Video)

Belgium- born, London-based, soulful artist Andre Tajchman speaks to us openly about his visuals for, ‘I Am The Sun’, which paints a truthful and dark picture of a disillusioned party generation.
Andre Tajchman's 'I Am The Sun' features rich vocals, eerie atmospherics and subtle electronics - a combination that is in equal parts unnerving, endearing, and captivating.

Andre Tajchman Explains:
Where was the video for 'I Am The Sun' filmed?
The video was filmed in my small flat in London, by myself, directing, starring and filming, all at once!

How does the video compliment the song?
I think the song and its lyrics can be put in different contexts, looked at from different angles, while still delivering a similar kind of message. But the video brings something more concrete to the problem, which is the over-use of alcohol, drugs and partying as an escape to adulthood. It emphasises the main message of the song.

Any behind the scenes stories?
The title of the song ‘I Am The Sun’ is a phrase that I heard from someone I know, while being out partying and severely intoxicated. He said it to me, or to whoever was listening, and I thought it summarised the idea of the song quite well. This could be a random thing some drunk person would say, or it could mean that when he drinks he feels like he is on the top of the world.

Tell us about the ideas/ themes/ imagery used?
The idea was to look at one life fragment of someone from the new generation. What happens when they party? The same things over and over. It’s a ritual that ends up by losing all of its meaning. I tried to use the dark painted skin as a way of showing how intoxicated and damaged this youth is. And the contrast with the bright colours to show the artificial happiness that they are seeking, this fake connection they have no control over.

What is the message the video is trying to convey?Again, the video captures that moment where the balance between fun and death ceases to exist. It shows someone who ends up having an overdose, but who won’t stop dancing no matter what. The new generation has grown up with technology and internet, and now they are paying the price.

Interview Feature by Karla Harris