Not That Strong

Filmed in the historic Hayworth Theater, Gene Micofsky’s Not That Strong explores themes of addiction, friendship, and guilt through dance and performance captured in long takes that erupt into a emotional finale filmed in high-contrast black and white. Gene Micofsky is a composer, song-writer, lyricist, and producer from Philadelphia, PA. After decades composing music for films, television, and commercials he finally released his debut solo album Amusia (named after a psychological condition that prevents a persona from properly hearing music). Not That Strong is the first song to be released from that record. For the video we wanted to embody the the mood and content of the lyrics. The song is inspired by Gene's real-life struggle with watching friends descend into addiction and self-destructive behaviors. The video opens with the bartender bringing us into a venue. He lights up and preps the bar, representing the commonality of drugs and alcohol, the accessibility, and how they are a constant presence in and around music and art. Then we are drawn into the theater following the dancer. She is light and seductive, a constant presence throughout the rest of the video. The dancer represents the allure of addiction, the fine line between something light and fun and something potentially more insidious. This section is done all in 1 take to increase the tension and focus the performance. Then- in an explosive coda, the song erupts into chaos and decay. The dance turns dark, disjointed. Substances can enhance, but also become destructive. She is ultimately chased from the theater by pursuing lights of unknowing origin. We pass the bartender once again, then back out into the street, where the beautiful snow fall from the opening is replaced with barren starkness.