CANADA
In conversation with Head of Music, Callum Harrison
CANADA invite us into their creative world. In an exclusive Q&A with Callum Harrison, CANADA's Head of Music Videos, we delve into the company's remarkable journey, explore its unwavering commitment to craftsmanship, and uncover the factors that have propelled it to the forefront of the creative industry. We'll trace CANADA's evolution from its inception amidst the financial crisis of 2008 to its current status as a global powerhouse, unraveling the essence of its aesthetic vision and its ability to maintain a distinctive identity amidst the ever-changing creative landscape.
The breakthrough for CANADA came through with the music video for El Guincho’s track Bombay in 2010. How would you say that CANADA has changed and evolved over the years in its aesthetic vision and how have you succeeded in maintaining such a strong identity?
Our focus has always been on craft above anything else, from our early films to now. Whilst our films may have grown in scope over time, we still approach every project in the same way, whether it is a commercial, a music video or a narrative film, and this has led to us maintaining such a strong identity.
The foundations of CANADA lie in the following values: the integrity of the work as a maximum value, the humour as an escape valve, the respect for tradition as a lure of modernity, and the purpose of achieving all this with as decent a praxis as possible. How did you come up with these values and how do you ensure the whole team is aligned and in tune with them?
This comes naturally to us; we’ve arrived at these values through our creative process, and the values are befitting of the process. Not everyone has to be in tune with this all the time; directors have different ways of working, and different ideas call for different approaches, but we must instil an intention in all the work we create.
Which productions have played a substantial role in fostering Canada’s growth and success? And how and to what extent did they accomplish that?
Music videos have been an important part of our journey. El Guincho’s Bombay of course played a substantial role, but our collaborations with Rosalia, Dua Lipa, Beck, Phoenix and Scissor Sisters played an equally big role. We’ve always understood the value of the right project. It’s important to know when we should take something on, to understand if it can be a springboard for the Director and CANADA. We felt that with Chemical Brothers ft Beck, and we’re happy with the resulting video.
With the rapid evolution of technology and creative trends, how does CANADA stay ahead of the game and continue to deliver cutting-edge work? Can you share some examples of how you embrace innovation?
Technology and creative trends always evolve. We stay close to these and implement them where appropriate, but the focus on ideas and craft is more important to us. We’re always working with our directors to develop innovative ideas. If these ideas crossover with technology and creative trends, and they happen to complement the concept and craft, then we are happy.
Music videos have played a key role in CANADA’s portfolio since the very beginning. In such a competitive environment and with limited budgets, how do you manage to consistently work with A-list creatives such as Rosalia and Travis Scott?
We hope it is our dedication to the music video medium that allows us to collaborate with such great creatives. We always try to push ourselves and make the best possible video for the artist.