THE MASSES

Journalist and artist Hashim Bharoocha writes for the Tokyo based Sound & Recording magazine.  Here is his interview with Masses director, Matt Amato.

THE NEW GENERATION DIRECTOR: MATT AMATO

Matt is the leading music video director of the new generation in the LA scene. “I’ve been playing piano and writing stories while listening to music since I was a kid, so this is my foundation for making video’s.  Music is my first and foremost inspiration.”  He is a craftsman of weaving music and visual images.  “Music and visual images exist independently, but when you mix them together a certain alchemy happens.  The rhythm of the music doesn’t necessarily have to sync with the visual images.  The most important part of editing is feeling and intuition.”  Matt Amato has been directing videos for Dido, Beach House, Bon Iver, The Dodo’s, Mia Doi Todd, etc. and he is drawn to collaborating with musicians.  “Because musicians are usually reluctant camera subjects, they often times appear more sensual and attractive than someone who is constantly aware of the process.  It’s possible that the camera can film the soul if it’s willing.  It is important to create an environment so that the musician can behave naturally.”   In 2003, Matt gathered artists who love music and film to establish The Masses, including the late Heath Ledger.   These days Matt is leaning towards making video’s for all outlets of new media, the internet and mobile media.  “Macro and micro is important.   I’ve been shooting with a minimalistic approach to accommodate all different screens.  This art is progressing with people, and music is part of life for every human being, and listening to music raises your soul.  I’d like to continue making music video’s that heighten that sense of spirit.”  This month Matt travels to Tokyo to continue his work with Powershovel, the company responsible for the innovative Harinezumi camera.