Floria Sigismondi confirms her rank in our books as coolest person ever with the launch of her very own record label, Mamaroma. Fresh off receiving the 2013 MVPA Awards honor of Director of the Year, Floria Sigismondi announces a new endeavor within the music industry she so influences, “Music plays such an integral part in the conceptualizing of my visual ideas as a director,” she says. “In my years of music video directing I have come across a lot of undiscovered and simply amazing music made by my friends.”
The acclaimed director and photographer, who is represented by Black Dog Films for music videos and Believe Media for commercial work, was inspired to set up Mamaroma as a platform to curate and share unheard new music from some of the artists she loves. Its main focus will be vinyl releases, with the band’s record artwork and accompanying music videos created by Sigismondi herself.
The imprint takes off with the 7” debut single “Montauk Fling” by LA-based singer/multi-instrumentalist Lawrence Rothman, released with an accompanying Sigismondi-directed music video premiering on NOWNESS. On opening Mamaroma’s doors with Rothman, she says, “The music of Lawrence Rothman has a dark cinematic feel that is a great introduction for Mamaroma.”
Sigismondi took to the famed halls of LA’s Chateau Marmont to helm the video, which features Rothman himself plays something of a deranged Elizabeth Taylor roaming through the dark hotel with a pair of troubled, synchronized dancers. Set to the throbbing track and Rothman’s brooding baritone, the result is a tale of glamour and lunacy that is nothing short of haunting.
Lawrence Rothman’s “Montauk Fling” is available to buy June 17 digitally and on vinyl at mamaromarecords.com