Boards: How do you go about selecting directors for jobs?

Gent: It's all a bit of a subconscious thing: I watch reels, see things on TV, catch the occasional exhibition; then when a track comes in, certain directors, whether they be graphics people, documentary directors, commercial or video, something just feels right. Obviously this only works if I know the band well and we share the same taste.

Boards: What comprises a good treatment?

Gent: A good idea helps (obviously) but it's important that it's right for the band also. Too many scripts are only about the idea, the band and the music seem to be an after thought. The images and music should work as a whole and it should represent the band. If one of these things is missing it has failed as a piece of work whether that be a promotional tool or a piece of art.

Boards: How much say does the artist have in selecting the director?

Gent: Not a massive amount in my experience; but I think it's different being freelance because the band wouldn't chose to employ me if we didn't share the same taste. Therefore they trust me to find the right people for them.

Boards: Describe some of the jobs you've commissioned.

Gent: Sparklehorse's "Saint Mary's" directed by Sophie Muller has to be one of my favourite videos. About 5 of us went out to Mark [Linkous of Sparklehorse's] ranch in Virginia - there was hardly any money so everyone was doing about 4 jobs each. The aim was to shoot 3 videos but in Sophie's magical way she managed to cut 5 from the footage. It was all shot underwater in a pool at night in about half an hour. The cameraman was weighed down by a rucksack full of rocks; Mark was just thrown in weighed down by his boots and clothes. When it looked as though neither of them could breathe anymore we'd fish 'em out with the leaf net, but they survived and it is brilliant.

Mansun "Taxloss" directed by Roman Coppola is another great video. Although for me it was not as enjoyable as the Sparklehorse experience, as I spent my whole time in with EMI's legal deptartment, desperately trying to find a way of making this video happen without EMI being sued. It was impossible to get any filming permits without it getting out that we were about to cause chaos at Liverpool Street station by throwing away £25,000 at rush hour. We found a way at the eleventh hour and all was ok.

Boards: In these days of media saturation what makes a good video?

Gent: Something that stands out - normally something that is simple, well thought out and well executed. I know that sounds obvious but too many videos are far too complicated, too many tricks, too many set-ups. If there's only enough money for one day, choose one simple idea and shoot it well. Actually the same rules apply even if you have loads of cash - keep it simple and give it a reason for existing.

Boards: What do you think about the rise of animation in videos? What factors contribute to this trend?