From NYC Underground to Cultural Force: Family Video Store’s Visual Takeover

If you’ve spent any time tumbling through the brighter, weirder corners of NYC’s indie and hyperpop universe, there’s a good chance you’ve already felt the fingerprint of Family Video Store, even if you didn’t know their name yet. Their videos don’t politely introduce themselves. They crash into your brain with color, movement, emotion, and a very specific sense that whatever you’re watching was made by people who get it.

Family Video Store™ isn’t just a video production company. It’s a living, breathing creative ecosystem. A collective built by artists for artists. Since 2022, they’ve been shaping the visual language of Gen-Z pop and underground music, turning songs into miniature worlds that feel playful, chaotic, tender, and deeply intentional all at once. Think neon textures, off-kilter framing, surreal edits, and a kind of emotional honesty that doesn’t try to clean itself up for mainstream approval.

At the center of it all is founder and CEO Evan Deng—an Asian-American filmmaker, screenwriter, and director based in New York City. What started as a vision quickly grew into a community. Family Video Store became a home base for Black, Indigenous, queer, Asian, and otherwise underrepresented creatives who wanted to make work that didn’t ask permission to exist. The name itself feels intentional, nostalgic, communal, slightly ironic it's like a reminder of when art felt shared, physical, and alive.

Their résumé reads like a snapshot of the internet’s most exciting music corners. INJI. Mei Semones. Alice Longyu Gao. Namasenda. 8485. fish narc. Sophie Cates. Ravenna Golden. SEBii. NOIA. Babebee. Dafna. The list keeps going, and somehow every video still feels tailored, not templated. No two visuals look the same, but they all carry the same DNA: bold choices, emotional clarity, and a refusal to play it safe.

What makes Family Video Store stand out isn’t just their aesthetic—it’s their philosophy. The collective exists to build equity into the creative process, not just talk about it. Their work champions artists who’ve historically been pushed to the margins of film and music spaces, and they’re vocal about creating room for filmmakers of all colors, shapes, and sizes. This isn’t branding. It’s baked into how they operate.

Evan himself has appeared in music videos for artists like Malcolm Todd, Armani White, Twenty One Pilots, and Jess Glynne, and has collaborated with major labels including Sony Music, AWAL, Universal Music Group, Polydor Records, Epitaph Records, and Robbins Entertainment. But despite the industry connections, Family Video Store still feels grounded in the underground—rooted in community rather than hierarchy.

Now, as they approach their 50th official music video release, Family Video Store feels less like a “company” and more like a movement that’s quietly reshaping how music visuals are made and who gets to make them. They’re not chasing trends, they’re building worlds, one frame at a time.

If the future of music video culture is colorful, inclusive, a little unhinged, and deeply human, Family Video Store is already living there. And they’re leaving the door open for others to step inside.

You can learn more (or support the mission) at familyvideo.store—because the future of film looks better when everyone gets a seat in the frame.