Grammy-nominated Nova Scotian director on creating music videos with a social impact

Grammy-nominated Nova Scotian director on creating music videos with a social impact
From CBC - January 26, 2018

Nova Scotian director Andy Hines still gets emotionally overwhelmed remembering the day his Grammy-nominated music video 1-800-273-8255went online last summer.

It was the wee hours of the morning when the reactions began to trickle in from strangers onto his iPhone. Many were young adults shaken by his seven-minute clip, which follows a black teenager struggling with his sexuality and clouded with thoughts of suicide.

The heart-wrenching reactions multiplied into the dozensand then hundredsin the days and weeks that followed as viewers tearfully spoke about managing their own suicidal feelings.

On Sunday, the Avondale, N.S., director will learn whether 1-800-273-8255wins best music video at this year's Grammy Awards. The song, written by rapper Logic and featuring Khalid and pop singer Alessia Cara of Brampton, Ont., has itself been an impetus for conversations about suicide.

The video, which stars actor Don Cheadle as the teen's disapproving father, Luis Guzman as his high school coach and Matthew Modine in a bit role, has amassed nearly 195 million views on YouTube.

Working to make a statement

The National Suicide Prevention Lifeline in the U.S. says the song also led to a surge of phone calls to its support services after its release and those figures held steady in the months that followed.

"You always hope you can make something that speaks to [people]," the director said, "but we got some really tangible reactions."

Hines, who mainly creates hip hop videos, says he strives for his work to make a wider social statement.

He won an MTV Video Music Award for Big Sean's One Man Can Change the World,which paid tribute to the rapper's grandmother, one of the first black female captains in the U.S. Army.

Around the same time, he was introduced to Logic through executives at Def Jam Recordings. The two instantly became friends and began collaborating on a number of projects.

A couple of years later, the rapper approached Hines with the basic foundation of 1-800-273-8255.He encouraged the director to run with the idea.

Stories come from the heart, Hines says


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