New Order - Round and Round

What this video is

Released 27 February 1989 on Factory Communications Ltd., 'Round & Round' arrived at the apex of New Order's commercial and creative synthesis of post-punk and Balearic house, consolidated on the Technique album (recorded in Ibiza, 1988). The video's deliberate refusal to feature band members was consistent with Factory Records' anti-celebrity, art-object ethos — a philosophy shaped by Peter Saville's graphic…

Why it matters

This video is a canonical example of late-1980s UK electronic act promotional film that rejected the performance-and-narrative conventions dominant in mainstream MTV output. Its black-and-white portraiture + colorized flash-cut structure influenced the abstract concept video format adopted widely…

The director

Paula Greif is an American director and photographer active in music video and commercial production during the late 1980s and 1990s. She worked with high-profile artists during the Factory Records and alternative electronic era and is noted for bringing a…