Celebrity music video director My Child said working with Grammy Award-winning reggae artist Koffee was pure bliss. For a month, they worked together to make the official music video for The more they fall.
” It was magical. Koffee is bright and extremely talented for her age. Everything she put in this video was effortless and I think it’s something we were able to capture for this visual, âshe said. DancehallMag.
In a single day, the video garnered over 768,000 views on YouTube.
child., who maintains a somewhat mysterious figure, revealed that she actually studied premedical medicine, as a student at Clark University in Atlanta. She decided to try her hand at making music videos in 2017, however, as it was a long-standing passion for her.
It was the first time that child. was working with a Jamaican artist, as she revealed that she “couldn’t think of anyone better to work with than Koffee”.
Her curriculum vitae includes directing videos for Doja Cat’s Women and that of Janelle Monae Vinyl turntables. She has also worked with Nas, HER, Brittany Howard, Jennifer Hudson, Big Sean, Issa Rae, and more.
Koffee’s single is part of the soundtrack for the recently released film of the same name produced by billionaire rapper Shawn “Jay Z” Carter. child. said she wanted to keep the cinematic elements in the clip.
âI wanted to keep the essence of the film in the video, but elevate it with my personal touches and organically incorporate Koffee’s own style. I think this layered approach made it a vibrant project that I’m quite proud of, âshe explained.
The video takes place against the backdrop of a deserted western town inspired by the film and opens with a scene of a gang of horses overtaking the town, overlaid with wobbly close-ups of characters: Cherokee Bill, Trudy Smith and Rufus Buck .
The familiar tone of the Spanish Town native dominates the essence of each capture, as she wears the Bottega Veneta 2021 style (a turtleneck bodysuit and turquoise feathers).
“I am very excited about this release,” Koffee said in an official statement.
âTo be part of such a powerful project is an honor. We’ve put a lot of work into bringing this song to life and hopefully fans can tap into all of the special elements that we’ve incorporated into the video.
Koffee joined a wide range of versatile and award-winning artists such as JAY-Z, Kid Cudi, Lauryn Hill, Jadakiss, Seal for the soundtrack to The Harder They Fall, which debuted earlier this year ahead of the worldwide release. from the movie on Netflix on November 3.
The soundtrack was released by Roc Nation in partnership with Netflix.