# Warner Music

> Music videos for Warner Music artists, from Dr Kärlek's body-positive summer anthem “Fin i Bikini” to Josef Sedraïa's Midnattssolens Land, shot on location in Iceland.

- Case study: https://tiedtke.se/work/warner-music/
- What it was: Music Videos
- Client: Warner Music
- Year: 2015—2020
- Medium: Video
- Gabriel's role: Directing, Cinematography, Editing

## Key numbers

- 706K views on “Fin i Bikini”
- 860K views across five videos
- 5 music videos

## The challenge

A music video gets a few seconds to earn attention and a few minutes to make an artist's world feel real, usually on a fraction of a commercial budget. Each of these had a different world to build: a joyful body-positivity anthem, a Christmas card from a Stockholm suburb, a moody black-and-white story, an expedition to Iceland. They all had to look like the artist, and they all had to travel.

## The approach

I directed, shot and edited, and let a clear concept do the heavy lifting: simple, immediate and easy to pass around. For “Fin i Bikini”, that meant letting Dr Kärlek's joy carry a message about body pride without turning it into a lecture. For Midnattssolens Land, we took a small crew to Iceland and chased the light across volcanic landscapes, waterfalls and the northern lights. Every creative decision was checked against one question: would someone send this to a friend?

## The outcome

“Fin i Bikini” has passed 700,000 views on Warner Music Sweden's channel, and the five videos together are closing in on 860,000, with reach treated as something to design for rather than something to hope for.

## Films

- Dr Kärlek – Fin i Bikini: https://www.youtube.com/watch?v=3CUhIBMhDsU
- Josef Sedraïa – Julkort från Vårby Gård: https://www.youtube.com/watch?v=HFNVwi5zreA
- Anna Novak – Trouble: https://www.youtube.com/watch?v=CKViYj3jyCY
- Josef Sedraïa – Midnattssolens Land: https://www.youtube.com/watch?v=UogLVw1LSas
- Josef Sedraïa – Lillasyster: https://www.youtube.com/watch?v=A8QOKjq2wUU

## Links

- Watch “Fin i Bikini”: https://www.youtube.com/watch?v=3CUhIBMhDsU