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Thursday June 16th, 2011

Posted at 4:15pm

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With director/producer Gavin Michael Booth, two local artists are premiering some fresh eye candy.

Mimetic Entertainment is throwing two separate video release parties at Revival (300 Ouellette Ave.) in Windsor. The first, for Mike Cerveni’s Right Now, will take place on June 16 at 10 p.m. and the second, for Live Young Everyday’s (LYE) Oh Mama, will take place at a later date.

“We haven’t had an official premiere party on a video for some time,” said Booth. “Most of the bands have hectic schedules or we’ve been too busy – which is a great reason – to plan a party. So there have been four or five in the past …It’s really just a simple way to celebrate our art here in the city and pay tribute to the boys and girls that make up our casts and crews so they get the recognition they deserve.”

Both shows are free, making it cheap for those looking to go out. Cerveni will also be selling his debut album, produced by Martin Bak at Windsor’s SLR studios, for $10. It’s a great chance to see these two unique videos first.

Before collaborating with them, Booth made connections and met both artists in different ways.

“{Cerveni}sought me out through facebook to discuss a music video for his debut album,” he said. “I had actually heard of him previously, as someone had suggested I check out his music on myspace. LYE, I met through my personal trainer, Andy Hamade of Hurricane Fitness. LYE actually cameo’s in a music video I’d directed previously but we didn’t really get a chance to talk until [Hamade] reintroduced us.”

Cerveni’s video for Right Now features a homeless superhero (Rhys Trenhaile) in a world where they aren’t respected. Shot in one day at the corner of Park and Pelissier St., it takes place on a day where he may get an opportunity to be believed in again – something needed to regain his true power.

Booth was more tight-lipped about LYE’s Oh Mama however, revealing only that it features the artist coming home after a long time to apologize to his mother for his life of crime. He admitted there’s more to the video but said it’s best to watch without being spoiled beforehand. Also shot in Windsor, it features several locations such as St. Peter’s church on Tecumseh Rd. near Dougall Ave. and Carstar Auto Repair off of E.C. Row.

After hearing both songs, Booth made a connection and came up with his ideas quickly.

“{Cerveni’s} song instantly hit me because of it’s emotional undertone and powerful vocals,” he said. “It sounded to me like the singer/character was desperately trying to save someone they loved but felt powerless. With LYE’s O Mama, you have a powerful and true story in the lyrics of Lye’s former struggles with drug dealing and the pressure and strain that put on his relationship with his family. The song instantly had the story in my head of what the video should be – it had to be big and powerful and let people know that a life full of regret is not a good way to live. It’s a heavy burden that should be confessed and unloaded to start fresh before it’s too late.”

Booth was happy that Cerveni’s video went so smoothly, with businesses and people in the area being supportive of the project. He also gets enjoyment from helping artists looking to gain exposure and expand their careers beyond Windsor-Essex County.

“I think the instant similarity [between the two musicians] is that both tracks are recorded and produced locally,” said Booth. “That’s a big thrill for me – to work with artists from Windsor that are trying to push their music far outside the Essex County borders. These were both first music video experiences for both artists (though Lye shot another video that was released ahead of ours.”

Musicians interested in Booth’s services can contact him via e-mail or on his “facebook page – the director says he’s “always looking to direct more music videos.”

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