This project is a multi media mockumentary work around the song Run To Reach by musician Kourosh consisting of a music video, a behind the scenes video, and a gesture artwork at Amsterdam club kanaal40.

According to Kourosh, the song he made is about the fear of falling into clichés as an artist and producer. “We all take part in this race to success while working in a toxic atmosphere which is called the music industry. This atmosphere makes it hard to be free from clichés like partying often and trying to get in touch with important people, we thus end up acting in clichés. That's what Run To Reach is about.”

The campaign is built on the idea of making a series of videos that deconstruct the fake and superficial side of the music industry. An industry with blurry power dynamics based on trades of exposure and commercialization of all choices both for the artist as for the crew members. To do this Lucas Huikeshoven and the crew created three videos with their own convincing goal: a realistic BTS promo for Kourosh, a music video that exposes the performativity of Kourosh, and a gesture performance that exposes the performativity of the crew. To do this the crew and cast performed during the production in a fictional meta storyline in which Kourosh acted as an arrogant, selfish artist who constantly yells at the people helping him. His toxic interactions with the “director”, played by Boaz Kok, is a constant battle of power and individualist reasoning that affects the safety of the rest of the crew.