Iceland review - 2013, Qupperneq 29

ICELAND REVIEW 27
i
mage-making is strange
today,” says photographer
lilja. “you doubt every image
you see. What is real? What
is photoshopped? today, a
photograph is only one mouse
click away from being deleted,
or changed into a totally different
image. does it matter? the final
result is what counts. photography,
how we create images, is changing
fast.”
“yes,” agrees ingibjörg, a
graphic designer and film director.
“the problem with music videos
today is that people are that
one click away from switching
channels, or finding a new one
on Vimeo or youtube; you only
have seconds to catch people’s
attention, a fraction of a second.
on the video for ‘Varúð,’ the third
track on sigur rós’s latest album
Valtari, i wanted a slow build-up
like the song, making viewers use
their imagination. Varúð means
warning and an old postcard from
Þingvellir [national park] was the
first thing that came to mind:
somebody making a warning signal
with a flashlight. the song tells a
story—i saw that story.”
“it’s good for us to work
together; we share the same vision.
We don’t have to discuss the next
step, we know what to do and can
be totally honest with each other.
We think alike, like sisters do,”
laughs lilja. “Most of the time,
we have the artistic freedom to
create covers and make videos.
But some artists want to be part
of the creative progress. it can be
both demanding and interesting,”
she adds. ingibjörg continues, “We
like to involve the artists, let them
know what we think. get feedback.
it can be very stimulating.”
“What surprises us constantly
is the extremely high standard
set by the artists we have worked
with, especially in music. the
music scene here is not one-
dimensional, there’s so much
happening in everything from
classic to electronic music.” lilja
adds, “the art scene in iceland
builds on interaction between