LOS ANGELES—Director Keith Rivers has signed with A Common Thread for exclusive representation in music videos. Rivers gained considerable notoriety last year when a commercial campaign he directed for Microsoft’s Internet Explorer ignited the singing career of soulful British singer Alex Clare, whose song Too Close was featured in the soundtrack. Rivers went on to direct an official music video for the song that has also become a viral hit.
“Keith is a great filmmaker,” says Jennifer Trujillo, A Common Thread’s Sales Representative for Music Videos. “He likes to tell stories and he does so in a cinematic way. He is also a musician himself, and he draws on that background in his work as a director.”
Rivers is well known for his commercial work, which includes campaigns for Chevrolet, Volvo and Amazon, among others, much of it involving music-driven storytelling. His Internet Explorer campaign mixed live action and animation and drew attention, not only for its colorful visuals, but also for Clare’s powerful song. The singer had virtually given up on his musical career after his debut album, The Lateness of the Hour, performed poorly, but the campaign’s debut caused an immediate spike in digital sales. The song rocketed to number 7 on Billboard’s Hot 100 chart and achieved Double Platinum status.
Rivers was then contracted by Island Records, Clare’s label, to direct the official video, and he responded with an artfully-crafted behind-the-scenes style film with Clare in a dressing room preparing for a sold out show. “I’ve always been passionate about music,” Rivers says, “Ninety percent of my work centers on musically-driven stories.”
Music videos are a natural venue for Rivers. His father is a well-known Seattle radio personality. As a boy, Rivers hung out in his father’s home-based recording studio and occasionally got to jam with rock luminaries who stopped by. He was a member of several bands during his teens and continues to record music, with two albums featured on iTunes.
Rivers is excited at the prospect of pursuing music video work through A Common Thread. “Partnering with A Common Thread is a cool opportunity and a good relationship to build on,” he says. “They offer a new avenue for my style of music-driven films.”
A Common Thread is located at 4081 Redwood Avenue, Los Angeles, California 90066. For more information, call 310.823.7300 or visit http://www.acommonthread.tv