Ned Botwood - 10th Oct 2019

Transatlantic soul star Ama Lou self-directs this easygoing performance video, a homesick tribute to North London shot in Los Angeles.

The video comes almost a year after her debut EP, DDD, and an accompanying short film shot by her sister, DoP Mahalia John. This was Lou’s California crime story, a bold triptych starring the singer as a new recruit in a desert crime ring.

NORTHSIDE, in contrast, is a decidedly stripped-back affair, in which Lou communicates the relative simplicity of life in her native London: “The Northside is with me even in LA.” The video stars a host of friends and collaborators, including Taco from Odd Future and A$AP Nast.

There is also a cameo appearance from a crumpled Sainsbury's carrier bag - an affectionate reference that will undoubtably mystify American viewers.

PRO Credits

Credits

DirectorAma Lou
ProducerSam Hunt
Executive ProducerJerald ‘Coop’ Cooper
1st ADDanny McGuire
Director of PhotographyMahalia John
Focus PullerRobin Webster
2nd ACJavier De Pablos Velez
GafferCole Barranco
WardrobeLuci Ellis
Make-upKendall Cotta
EditorMike Spagnoli
ColouristCaroline Morin
CommissionerHanan Cher
LabelInterscope

Ned Botwood - 10th Oct 2019

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