Montreal's Grimes performs "Vanessa" at the Yours Truly warehouse

PHOTO BY MICHELLE BRODER VAN DYKE

"It has to be very natural," he adds. "I think people feel that when they watch the videos, they're in the room."

By letting the audience feel as close to the musician as I actually was during the shoot, the videos create an immediacy for fans. "Everything we create is purely passion-based," Chan said. We love every band — and we want them to look good."