Bully - Every Tradition

What this video is

Released July 8, 2020 — deep inside the first wave of COVID-19 pandemic lockdowns — 'Every Tradition' exemplifies the forced reinvention of music video production during a period when traditional crew-based shoots were impossible. The video represents a documented case study in pandemic-adaptive creative methodology: remote co-direction via FaceTime, self-capture by the artist, and editor-led assembly of home…

Why it matters

Represents the aesthetic convergence of 1990s-influenced alternative rock songwriting with 2020s DIY digital video production. The neon-saturated, single-subject visual language anticipates a broader indie trend toward intimate, low-crew music video production that persisted beyond the pandemic.…

The director

Alan Del Rio Ortiz is a Texas-born, Brooklyn-based director and photographer with two decades of experience in music videos, branded content, and commercial campaigns. His directorial credits include Blood Orange ('Time Will Tell,' 2013), Major Lazer feat.…