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Iconic pop-rock outfit The Itchyworms kick off their 25th anniversary in the music industry with the official video release of \u201cThe Life I Know,\u201d a piano-backed ballad off their fifth studio album, Waiting For The End To Start\u2014released on digital music platforms via Sony Music Philippines.\nHelmed by partners Marie Jamora and Jason McLagan of Indie Pop Films with animation from Apartment D, the music video is a first of its kind in the Philippines to feature a stop-motion animation format that is embedded with Filipino cultural sensibilities.
\nThe journey of Awit
\nAccording to award-winning filmmaker Marie Jamora, the music video follows the story of Awit, a toddler who begins to understand her place in the world as she gets more independent from her mom. Tension arises when an incoming new sibling threatens to take the place that was once her own comfort space. Marie Jamora adds, \u201cwith this spiritual quest, Awit realizes that she needs to accept her new baby brother in order to reconnect once again with her mother.\u201d
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\u201cBeing a new mother myself and remembering the experience of having a baby in my own womb, I always wondered what was going on inside, whether there was a different universe that my baby lived in,\u201d says Jamora. \u201cThis all inspired and informed me for our video. I don\u2019t think I would have ever thought of this concept if I didn\u2019t go through this experience.\u201d\nDirector of animation Cami Kwan is proud of how important the film is in documenting the universal experience of growing up, and relates the concept to how a child starts to lose the world they\u2019ve known, and navigate a new realm that is both uncomfortable and terrifying, but is part of a bigger life process. \u201cThere is a beauty and awe in embracing a wider world, of seeing beyond yourself, but there is an inherent loss in that as well, and we wanted to explore that sense of melancholy as well as that sense of power and joy.\u201d
\nTrusted collaborator
\nHaving worked with The Itchyworms for so many years as a former manager and music director for their timeless hits \u201cAntipara,\u201d \u201cBuwan,\u201d and \u201cLove Team,\u201d Jamora is a trusted collaborator of the band who has maintained a formidable friendship with them through the years. Lead vocalist, drummer and all-around musician Jazz Nicolas explains that of all the directors they\u2019ve collaborated with, Jamora is the one that knows them really well. \u201cI fully trust her with making this video. I asked her to make us a music video and to choose any song from the album she wanted to work on. She chose The Life I Know. I trust that she would put her whole heart into it and come up with something awesome, as she always does.\u201d
\n\u201cPersonally, I always thought that her talent is really for the international stage,\u201d co-lead vocalist, guitarist, and multi-instrumentalist Jugs Jugueta speaks fondly of Jamora. \u201cWith this project, we hope The Itchyworms too, can reach an international audience.\u201d
\nDream Weaver
\nAs for the visual execution of the music video, Cami Kwan was excited with the infinite possibilities of the stop-motion animation as it \u201cbrings real materials to life in a way that no other art form can.\u201d In true Filipino fashion, Kwan reveals that the team has always wanted to celebrate the tradition of weaving that exists in the country, specifically the textures and pattens in the work of T\u2019Boli Dream Weaver. \u201cThe Dream World is made entirely of these traditional woven fabrics, and the characters are all made out of wool and other weaving materials,\u201d the animator points out. \u201cThis fundamentally links the characters to the Dream World, which we also designed to evoke the feeling and patterns of a womb. Dreams and wombs are safe spaces, where anything is possible and where life can be created from nothing.\u201d
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The music video release of \u201cThe Life I Know\u201d is part of a campaign series that aims to champion the legacy of Jazz Nicolas, Jugs Jugueta, Kelvin Yu, and Chino Singson a.k.a. The Itchyworms as one of the definitive bands of our time, a true mark of an artist that continues to shape pop culture consciousness for more than two decades and redefine Pinoy artistry with cross-generational classics. As part of the multiple celebrations that mark their existence for two decades and a half, The Itchyworms are also set to release the 25th anniversary single \u201cEto Na,\u201d a music video to their title track \u201cWaiting For The End To Start,\u201d a mockumentary chronicling their official \u2018untrue\u2019 story and Worms Upon A Time podcast.\nThe music video of The Itchyworms\u2019 \u201cThe Life I Know\u201d will be out on the band\u2019s Official YouTube Channel and WeTV at 7:00pm.<\/p>\n