Roux Chen: Illuminating the Next Era of Music Videos Through Authentic Storytelling

In the dynamic landscape of music video production, Roux Chen is carving out a distinctive niche. The Taiwanese-born, Los Angeles-based cinematographer is known for his buzzworthy film and music video projects, which are characterized by a blend of technical prowess and a deeply ingrained artistic vision. 

At the heart of Chen’s philosophy lies a profound belief: “All light exists to serve the script and story.” This guiding principle shapes every frame, ensuring that each visual element, from the subtlest shadow to the most vibrant highlight, contributes meaningfully to the narrative and emotional core of the music.

Chen’s expertise extends beyond mere technical proficiency; it encompasses a keen sensitivity to lighting that allows them to meticulously sculpt the mood and emotion of each scene. This dedication to narrative integrity guarantees that every project, regardless of scale or budget, reaches its fullest potential, resonating with audiences on a deeper, more impactful level. Effectively multitasking and collaborating with a diverse array of professionals, Chen seamlessly integrates their refined artistic vision with the technical demands of modern filmmaking, positioning them as a key creative force in the industry.

The allure of music videos, as Chen explains, lies in their unique creative freedom. “Unlike commercials, which are often product-driven, music videos allow for visual experimentation,” Chen notes. “They’re a hybrid form—somewhere between narrative and mood—that lets me explore different visual languages.” 

This flexibility allows Chen to delve into the artist’s sonic world and translate it into a compelling visual experience, offering a fresh perspective for the viewer.

A recent testament to this philosophy is Chen’s work with the popular Taiwanese punk group 831, who released their first album in 2007. Chen worked with them on their music video for the song “Don’t Want to Let You Know.” This project, which garnered over a million views on YouTube, was a collaborative effort with the band’s lead singer, A-Po. “He’s the lead singer of the band, so it naturally made sense for him to take the lead in the music video, as well,” said Chen. “His presence and performance really help carry the emotional tone of the piece, which was important for the story we were telling visually.”

“We aimed to create an intimate and emotionally resonant atmosphere,” Chen said, explaining the decision to shoot in a natural forest setting. This choice was deliberate, intended to “mirror the vulnerability and sincerity in the lyrics.”

The music video captures an acoustic session featuring the band’s singer. Chen’s directorial vision was to keep it minimal. “This was a stripped-down acoustic version of the song, and the director I collaborated with specifically hoped for a setting that felt raw and close to nature,” he said. “That’s why we chose the woods—it visually matched the tone of an unplugged guitar performance and created a calm, introspective atmosphere that aligned with the emotional core of the song.”

The remarkable success of the video’s wide viewership is attributed by Chen to its authenticity. “The group has a strong and loyal fanbase, but I think what really resonated was the authenticity of the video,” said Chen. “It stands in contrast to their more polished productions—it’s raw, intimate, and unfiltered. I believe that sincerity helped it connect with people on a deeper level.” 

The forest location, situated outside of Los Angeles, was chosen for its natural ambiance. “We wanted a natural location that could act as an emotional backdrop without feeling too staged or artificial,” Chen explains.

Chen’s journey into the world of music videos began with their very first project for artist Jolie B. This formative experience, undertaken shortly after graduating from film school, holds a special place in their career. “That project was incredibly meaningful to me because it was my first real experience after graduating from film school,” Chen recalls. “We had almost no budget, but I poured everything I had into it. It was a time when I had nothing to lose and everything to try—it set the tone for how I approach my work now: all in, always.”

The Jolie B music video, shot in Taiwan with a minimalist setup, was unique in its objective. Jolie B, initially a YouTuber focused on English cultural education, aimed to utilize popular songs as a tool for language learning. “That intent shaped how we approached the project—it wasn’t just about performance, but also accessibility and relatability,” Chen said. The video’s success, according to Chen, stemmed from its inherent authenticity and the seamless integration of educational aspirations with musical expression. “I think the success came from its authenticity and the way it blended educational goals with music in a very natural and appealing way.”

Chen also highlights the inherent charm of low-budget music videos. The limitations, rather than being a hindrance, often serve as a catalyst for innovation. “Constraints spark creativity,” Chen explains. “When you can’t rely on flashy gear or heavy post-production, you’re forced to ask: what’s the core idea, and how do I make that hit? That pressure, oddly enough, often brings out the most inventive and emotionally powerful work.” 

This unique perspective underscores Chen’s commitment to prioritizing artistic merit and storytelling over sheer production value.

Looking ahead, Chen’s approach signals a promising direction for the future of music videos. As the industry continues to embrace diverse formats and creative expressions, Chen’s dedication to authenticity, narrative depth, and the evocative power of light positions them as a significant contributor to this evolving art form. Their ability to translate sonic artistry into compelling visual narratives, even within budgetary constraints, ensures that music videos will continue to thrive as a vibrant and impactful medium for artists and audiences alike. Chen’s recent credits, notably the short films “WRATH” and “Beats Down,” alongside music videos for Jolie B, 831, YIFEI, and VivasSwan, along with documentary work such as “Chhaupadi: The Ritual,” demonstrate a versatile and impactful creative output that continues to push boundaries and illuminate stories.

For more info, visit rouxchen.com.