Ash - Binary

What this video is

Released in April 2010, 'Binary' sits within Ash's unprecedented A–Z Series — a 26-single subscription project released fortnightly from 2009 to 2010 on their own Atomic Heart Records, representing a deliberate rejection of the album format at a moment when the music industry was in structural freefall. The band had relocated to New York to record, while maintaining creative partnerships with UK-based directors and…

Why it matters

Represents a key artefact of post-Britpop UK indie rock's adaptation to the download era — a high-concept, low-budget music video that leverages digital compositing and motion graphics to compensate for reduced production spend, while foregrounding the band's ongoing aesthetic evolution toward…

The director

Nico Jones is a UK-based musician, animator, and music video director operating through Birmingham production company Big Button. He directed the A–Z Series teaser trailer for Ash and multiple videos in the series, including 'Return of White Rabbit',…