Following her debut at Coachella, Laufey has released the star-studded music video for her latest single, “Madwoman.”
The 26-year-old singer-songwriter, who performed the song live for the first time at Coachella, has assembled an all-star cast. Hot competition Breakout Hudson Williams, Olympic Gold Medalist Alyssa Liu, and Megan Skendial of KATSEYE and The summer she turned beautifulLola Tong for video.
Lovi and her team have brought together a wealth of Asian and American talent in front of and behind the camera. This includes executive producers Christine Yee and Mikey Chen of Gold House, Partizan Entertainment’s Julie Fung and Committee of 100 co-founder Oscar Tang, as well as director Warren Fu and DP Andrew Truong.
“Growing up, I felt a general lack of representation of people who looked like me in music and media. And with the Madwoman video, I wanted to be that representation,” the singer says in a statement.
In an email exchange with hollywood Reporter, “It felt like a rare experience to have so many people in front of and behind the camera who share a similar cultural background,” Fu adds.
“As an Asian American who grew up with very few role models in music, film or sports, it was exciting to celebrate these talented young artists who are each riding their own wave of success,” he adds, referring to Lové, Williams, Tong, Skindell and Liu.
Gold House, an API non-profit, helped bring the music video to life. The organization began executive producing and producing films through its Creative Equity Fund and Gold House Studios, but “Madwoman” is its first music video.
“Across our various initiatives and mediums, perhaps the one constant is that we want to support storytelling with AAPI characters and moments that feel like the first moments. These moments feel like they will become cultural moments that our community can feel the impact of and be proud of,” said Yee, managing director of Gold House Studios and Creative Equity Fund. THR In an email exchange.
“The Wasian cast is definitely one of those firsts, and I think it highlights another unique and beautiful side of the Asian diaspora,” she adds, referring to internet slang for people with Asian and Caucasian heritage. Social media comments on Laufey’s Instagram posts announcing casting gems like “not the Wasian avengers omg” and “this is like Wasia’s avengers.”
Gold House began working with Laufey and her team after they approached Gold House about finding an AAPI director for the video.
The “Madwoman” video was filmed in Los Angeles in the weeks leading up to her Coachella debut, and was inspired by the late photographer Slim Aarons, who was known for photographing high society.
Lovi and her identical twin sister, Junia, came to him “with the idea of giving a new spin on the all-American mid-century iconography with a cast we wouldn’t normally see in that environment,” Fu says. He adds that people were “understandably a little concerned” about his plan to fire 70 shots in one day. “The energy on set was so positive and contagious that everyone pitched in and made it happen,” he says.
“I think whether you’re Asian American or mixed race, you often feel like you’re between two worlds, and I wanted to capture that feeling in this video,” Fu explains. “I saw a Slim Aarons picture of people playing backgammon by the pool and thought it would be fun to replace it with a game of mahjong.”
That helped inspire production designer Evalyn Huang to build a visual world that blends classic mid-century America with a Hong Kong twist, the director says. “Iced tea and boba, American pastries and dim sum, and Chinese lanterns at the Eichler House,” Fu recounts.
“In a way, the video reimagines the American dream as something more diverse and inclusive,” the director adds.
