Rustie - Lost ft. Redinho

What this video is

Released November 2014 as the second single from Rustie's (Russell Whyte) second album Green Language (Warp Records, August 2014), 'Lost' ft. Redinho sits at the apex of the mid-2010s UK experimental electronic music video tradition. The Glasgow-born producer, associated with the Numbers collective and the aquacrunk subgenre, had by this point become one of Warp's flagship artists. The video's anti-CGI,…

Why it matters

Represents a high-water mark of the Warp Records mid-2010s experimental electronic visual language. The video's practical-installation aesthetic, rhythm-locked stroboscopic editing, and near-black colour palette codified a visual grammar for UK avant-club music that influenced subsequent…

The director

Adam Hummel is a director known for his work at the intersection of physical installation art and music video production. His work for Rustie's 'Lost' was described as the real-world, physical iteration of his 3D video work developed for Rustie's AV live…