New Ivory ＂Something You Should Know＂ - New Ivory ＂Something You Should Know＂

What this video is

New Ivory emerged as a British indie rock act signed to Steve Aoki's Dim Mak Records, a label historically associated with electronic and crossover acts, placing the band at an unusual intersection of guitar-driven UK indie and the US boutique EDM-adjacent market circa 2011. The video's promotion via HIP Video Promo reflects the early-2010s strategy of using specialist music video PR agencies to secure placement on…

Why it matters

Represents the early-2010s moment when UK indie rock acts sought US footholds through unorthodox label alignments — here, a guitar band on an electronic-leaning imprint. The rapid-cut performance video format reflects the genre's visual lingua franca of the period, prioritizing kinetic energy over…

The director

Kevin Rodriguez is credited as the director of New Ivory's 'Something You Should Know' official video, as listed by HIP Video Promo (hipvideopromo.com) with an add date of November 18, 2011. No further verified filmography for this individual in the context…