Rudimental Unveil 'Not Giving In' Video - Watch Here
Wednesday, 17 October 2012
Written by Elliott Batte
London-based four-piece Rudimental have unveiled the brand new music video for their track ‘Not Giving In’, featuring John Newman and Alex Clare.
‘Not Giving In’ is released on November 18th via Asylum Records, and follows the groundbreaking, multiple award-nominated video for ‘Feel the Love’ - which won Best Music Video at last week’s LA Shorts Fest and is up for gongs at the MOBO Awards and MVAs.
Directed by photographer Josh Cole, the ‘Not Giving In’ video mirrors the extraordinary true life-story of Josh’s close friend and 3-times World Champion B-Boy, Mouse. Cleverly narrating two parallel stories - that of the young Mouse (played by B-Boy Allen) and that of an older brother (played by Tugo) - Mouse discovers the dance subculture of Manila, whilst his brother follows a less fortunate path.
The video was shot entirely on location in Manila; all the actors are regular local residents. Rudimental provide the perfect backdrop to this cinematic visual that alternates between both brothers’ lives on the streets. The uplifting record, a sound clash of live instruments, beats and soulful voices, conveys a spirit of hope with the soaring vocals of two heavyweights, John Newman and Alex Clare.
With ‘Feel the Love’ topping the UK Singles chart, ‘Not Giving In’ set to make waves in November, and the group’s eponymous debut record due out on February 25th next year, Rudimental are an act you should definitely keep your eyes on in the coming future.
Check out the video below.
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