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Breaking down ‘Like It’ music video with Amaarae

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Ghanian singer and producer Amaarae has been teasing her forthcoming sophomore EP for some time now. The first released single off the EP ‘Spend Some Time‘ featured Nigerian Afropop veteran Wande Coal, and now she’s back with a new psychedelic/romantic bop titled ‘Like It’.

Like It’ is definitely an instant classic added to Amaarae’s incredible catalogue of near-perfect songs and features, her fusion of R&B, Afrobeats and Dancehall give her latest single a refreshing pop, brilliantly merging opposite vibes in idyllic harmony. ‘Like It‘, like her previous tracks show her elegant mix of genres and soothing vocals.

We caught up with Amaarae and talked about the four-minute film exploring highs and lows of searching for the unobtainable and her forthcoming project.

What inspired the song ‘Like It’? 

Like It is inspired by desire and longing. The pursuit of the forbidden. 

How did you come up with the approach for the video?

The initial treatment for the video went through a lot of changes. It was a concept that was birthed between myself, the producer (Mutombo), the director (David) and one of the set designers (BZDRKO). We wanted to take the viewer on a trip. Throughout the video, you see the main character chasing after something but we don’t know what it is. I don’t even think she knows what it is but she’s intrigued and she needs to follow her instincts. The goal between all the creatives involved was the character needed to be in a space where they were willing to forego their need for power and control. The mission was to communicate to the viewer that now is the time to let go. Allow your desires to lead — you don’t know where you will end up but it’s worth the risk. 

Can you break down the unique elements of the video, the different sections, abstractions, style, and general art direction?

The video is meant to be interpreted by the viewer in whichever way they please. We created this world because we want the viewers to keep going back to it and finding new things. We want the viewers, just like the main character, to continue to wonder and be intrigued — That is the most unique element of the video. You’re not supposed to see children or clowns in a brothel but you do. Why are there little men running around? Nobody knows! What are these drag queens, where did they come from? Who are they for? What kind of people come here? These are all questions that you are meant to ask yourself. The answers are entirely up to you. We’ve given you a world, play with it, warp it. 

How’s your forthcoming project going and what can expect next?

I’m excited about this next project. It’s still in its infant stages. I’m working with some new producers and some old. There are no expectations between those involved in the project. We look at this as an opportunity to discover new things. We just want to see where it takes us. 

Any other news you’ll like to share with the fans?

I love & care for you guys so much! I hope you’re enjoying LIKE IT.

Watch Like It video below:

The video is directed by David Nicol Sey of North Production and production by Fotombo.

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Internet Company Reaching Young & Smart Africans from Lagos, Nigeria.

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