Video of the Moment #2040: Emmy the Great

By on Thursday, 10th March 2016 at 6:00 pm

Tomorrow’s the big day for Emmy the Great! The London-based singer/songwriter, previously known for her sometimes abrasive, anti-folk style of music, made major changes to her sound last year on her ‘S’ EP. Tomorrow, she’ll be releasing her third studio album ‘Second Love’, a nod to her 2009 debut ‘First Love’.

In today’s Video of the Moment, we have the promo for album cut ‘Algorithm’, which takes full advantage of Emmy’s sweet voice, while also incorporating choir harmonies more reminiscent of the pop direction she’s been going towards. As for how it was made, I’ll leave you to read what the press release for the album says about it:

Emmy’s research behind the video “began with shopping and dating algorithms, then moved on to narrative software—such as Wordsmith and Narrative Sciences— which takes data and turns it into narratives. Ultimately, artist Daniel Swan and I decided to ‘ask’ an algorithm to write the video for us.”

They were then helped by Nicolas Seymour-Smith, a programmer and artist to “build a machine that generates music-video treatments using a natural language processing algorithm . We taught the machine what a music video plot was by feeding it synopses of music videos—classics like “Thriller” and “Scream”, and modern favourites from Lady Gaga and Katy Perry. The machine began generating its own plots based on what it had learned and ‘Algorithm’ was born.”. It is truly an original concept, and like her third album, Second Love, one that’s impact lingers long after. A smaller version of the machine is now available on, to generate your own music video treatment.

Watch the video below. ‘Second Love’ is out tomorrow on Bella Union. For more on Emmy the Great on TGTF, head here.

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