We developed this story and we didn’t want to release just a couple of the single videos. When we were finishing the record in the studio, we knew that we were going to show everything visually. We shot the nine remaining songs in 11 days. We did “Devil” and then “The Human Radio,” and as we were looking at the next single “Get Up,” and work simultaneously on “Monsters,” we said, “let’s do it all.” We positioned ourselves with a two-week window during the tour, because we were touring constantly for Attention Attention, and carved out time in LA with this remarkable cast and this incredible crew, and Bill. And he also worked with a lot of different artists, one particular being Beyoncé for the album Lemonade. Immediately, you can tell that he was a visionary. When we met Bill Yukich for the first single “Devil,” one of the things that stuck out about him was the fact that his was really thorough, and the way that he showed us images and his treatment, it was very detailed. A lot of times when you get the first treatment at the beginning of a record cycle, and you’re starting with your first single off that album, you get inundated with a lot of different treatments from a lot of different directors. When we knew that the album was a story, it became a story album. It became that during the writing, and then ultimately during the recording. American Songwriter: What led to the release of Attention Attention film now and how did Bill Yukich help you visualize each track?īrent Smith: In the early days of the writing process, we didn’t necessarily set out to develop a concept record.
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