Premiere: Watch "Used to It" From Ashe
Ashe takes her craft seriously, and thus isn’t interested in merely making content, but art. Thus, it should come as no surprise that her very first music video was filmed entirely on 16 mm film, which allowed for zero instant gratification and instead, forced the artist to simply trust in the process of visual creation. The result of such a pared back technique? The visual accompaniment to Ashe’s “Used to It“—and what we’ll also venture to say is a total triumph for art and artistic endeavoring, musical and otherwise.
“Since this was my first music video, I wanted it to be a glimpse into the way I see the world; romantic and trippy, almost docu style,” Ashe says. “The director and I were really inspired by Madonna’s ‘Truth or Dare’ and wanted to create some of that timelessness. I was pretty adamant about making my first vid on 16mm film, knowing it would be both challenging and liberating. There’s no instant gratification with film, we couldn’t see if the take looked good or not, we just had to trust the process. I think at the end of it all, we came out with a piece of art not just ‘content.'”
Ashe’s “Used to It” single is the first of many to come—the Northern Cali native just recently signed with Mom + Pop Music. While you wait for more music, get a first look at the very first music video from rising artist Ashe below, exclusively on MILK.XYZ.
Featured image courtesy of Dana Trippe
Stay tuned to Milk for more visual magic.