Sophie Jones directs a visual feast for Amber-Simone's Black, No Sugar. 

Taking its name from the artist's upcoming EP, this video is the first of two live performance promos, with the second part arriving later this year, alongside her next single. 

A celebration of her Black heritage, Amber-Simone has written a song she believes she needed to hear when she was younger - an anthem for those questioning their validity or beauty. 

The cinematography takes its cue from the music, the camera darting and swirling one minute, before settling on a still moment in anticipation of ramping back up again. This unexpected and raw movement leans into the authentic nature of the track, and the idea of creating art that might not conform to everyone's expectations, but is true to your own journey.

“With this project, I wanted to take the opportunity to reintroduce myself and show what I’m all about," explains Amber-Simone. "Between now and my last EP a lot has happened and I feel the truest to myself I’ve ever been. Creating this visual and releasing Black, No Sugar feels like I’m finally stepping out into my womanhood and art, creating music that really matters to me.

"When it came to the video, meeting Sophie and feeling as though she really saw what I was seeing felt like such a breakthrough. We talked and she just got me straight away. So it’s been such a pleasure to have created this piece with another woman who’s such a force.

"I feel like I chose the most authentic way to communicate this song to people. Real instrumentation and playing was ultimately what inspired the writing process and what inspired me down this path in the first place. The video combines the perfect balance of an aesthetic I feel really captures my essence and music in its rawest form – live.”