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Enter the Lucid Worlds of Glassface’s Music Videos: Digging Through the Greats

Each week, Green Label invites a visionary photographer, filmmaker, designer or artist to dig through their folios and tell the story of their favorite works. This is: Glassface.

My name's Josh Goldenberg, and I'm a director and visual artist under the moniker Glassface. My background is in music, branding and visual media.

When I moved to New York a few years ago, I decided to start BRAIN BANDITS [a creative services company / collective ] as a passion project. The idea was that the creative landscape is kind of oversaturated, I wanted to make artistic content to break through the noise and steal people's attention. I wanted to build a platform to put out videos and music with different artists.

In my work, there’s a lot of sensory overload. I think our generation consumes media rapidly, so I like to throw a lot of images at a person —assaulting the viewer in some sense. My visual storytelling style parallels the way we tell stories today: pulling from text and images in our phones and different layers of media to support the story, etc. I understand the traditional music video format, but I’m trying to push the framework of that to challenge what it could be, especially in a time when the practice of storytelling is much different than it used to be.

With the Internet, we all consume media in a totally different way. Twenty years ago, if you wanted to listen to your favorite artist, you’d just put their CD on and listen to it in your house or car. Now, with the Internet, if you have a favorite artist, you can log on and look at their Instagram, their music videos, and totally immerse yourself in the artist's brand; the visual component is a huge part of that. You can also use the visual component really strategically to capture people.

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