Behind the Making of RUSH by XNDR

By: Jada Milazzo

May 28, 2024

WATCH the video for RUSH HERE: https://www.youtube.com/watch?v=0Zh2ZadfCu8

What was the inspiration behind the concept of the video for RUSH? 

The inspiration behind the concept for the RUSH video is what I would call “90s pop boy glam”. My mood board for the video had lots of sparkles, shadows, and cool tones. The board ranged from some of the hottest Mugler looks to intricate stage sets that would result in us building a staircase for the video. It was important that this video was a production because to me, it was not a music video. It was a state of mind.

How does the visual narrative of the video connect with the message of the song? 

RUSH is a sexy slow jam. My team and I connected the visual to the record by color grading with lots of blue for the video and choosing fashion that reflected what the song is about.

Can you walk us through the creative process of bringing the video to life?

This video took many months to create. It began with me proposing the concept to my manager Hailey and then we took it to Cade Riley who did light design for the video. He was extremely important to the process and I’m so lucky I was able to collaborate with him because we ended up building the staircase together. I brought my ideas to him and he helped me bring them to life, which was one of the best experiences of my LIFE!!!

We collaborated with @axlfiles for the video and he was my first contender for the video from the jump. I’m sooo happy we were able to work together.

Did you have any input into the styling and wardrobe choices for the video, and if so, how did you envision them to complement the music? 

Yes! All of the styling was done by me with some help by @styledby.sierrah.

The all white look in the video was our staple for the video. I drew inspiration from JACQUEMUS (whom I love soooo much)… it was important that I kept it simple but sexy. Most of that had to do with solid color choices and a bunch of accessories that matched the vibe of the record.

Did you draw any inspiration from other music videos or films while creating this one? 

I drew a lot of inspiration from Beyoncé and Solange for this video. I have always loved the way that they incorporate beautiful formations with their dancers/extras and I wanted to do the same with my 4 RUSH boys :)

How do you feel the music video, or music videos in general, enhance the listener’s experience of the song? 

We brought the music to LIFE! It can’t get any better than that

Can you share any behind-the-scenes funny moments from the making of the video? 

Oof. We were shooting for soooo long and everyone was so focused so this is a hard one. BUT! One that does make me giggle is when we were about to start shooting I realized I didn’t have my earrings. So I shouted “my EARRINGS!!!” And I ran away. This reminded me of that time Kim K lost her earring 😓

How do you think the music video reflects your evolution/new era as an artist? 

This video, and the work we put into creating it, is an exact reflection of where I’m at in my life. I am so happy that I was able to collaborate with some dope artists and establish who I am as an Artist in 2024.