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Ama Lou 'NORTHSIDE' by Ama Lou

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.

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Ned Botwood - 10th Oct 2019

Tags

  • Performance
  • Alt Soul
  • Trap

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Credits

Production/Creative

Director
Ama Lou
Producer
Sam Hunt
Executive Producer
Jerald ‘Coop’ Cooper
1st AD
Danny McGuire

Camera

Director of Photography
Mahalia John
Focus Puller
Robin Webster
2nd AC
Javier De Pablos Velez

Lighting/Grip

Gaffer
Cole Barranco

Wardrobe

Wardrobe
Luci Ellis
Make-up
Kendall Cotta

Editorial

Editor
Mike Spagnoli

Grading

Colourist
Caroline Morin
Colour grade company

Commission

Commissioner
Hanan Cher
Label
Interscope

Ned Botwood - 10th Oct 2019

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