Jamie Lidell - Multiply

2005

Jamie Lidell - Multiply (2005) Era: Mid-2000s Indie Electronic Soul Revival (2005) - Period of post-IDM genre cross-pollination, when Warp Records artists began integrating classic soul and funk into laptop-era production aesthetics High curatorial value as a primary visual document of one of the most critically significant crossover records of the mid-2000s UK electronic music scene. With a Metacritic score of 84 and Pitchfork's top-200 albums of the 2000s placement, the album's promotional video captures Lidell's transformative artistic identity at its peak. The rapid-edit, warm-toned performance aesthetic is a clean exemplar of budget-conscious Warp-era visual production and serves as a measurable contrast to contemporaneous high-budget soul/R&B video production in the mainstream. Context: Released on Warp Records in June 2005, 'Multiply' represented a watershed moment in British indie-electronic culture, a Warp artist wholly abandoning the label's IDM identity for a deeply felt homage to classic American soul and funk. Pitchfork described the album as capturing Lidell's transformation from laptop producer to soul singer, and the record received a Metacritic score of 84 indicating universal acclaim. The video exists within a broader mid-2000s moment when musicians like Lidell, influenced by Otis Redding, Sly Stone, and Prince, were reclaiming soul expressiveness through modern production tools. The song's subsequent placement on Grey's Anatomy's second soundtrack extended its cultural reach beyond the indie-electronic sphere into mainstream American television audiences. Director notes: Multiple searches across Wikipedia, Discogs, Last.fm, Apple Music, Slant Magazine, and the artist's own website failed to surface any credited director for the 2005 'Multiply' music video. Apple Music lists the music video with a 2003 clip date (likely a catalogue metadata anomaly). No production company, director credit, or behind-the-scenes documentation was located in any indexed source.