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CMU Approved
Approved: Shungudzo
By Andy Malt | Published on Monday 5 November 2018
You’ve most likely heard Shungudzo already on Rudimental single ‘Toast To Our Differences’, or perhaps on her track on the ’50 Shades Darker’ soundtrack, both of which came out in the first half of the year. With those bedded in, she’s now ready for a concerted push forward with her own artist career, which she does with the video for recent single ‘Paper’.
“Imagine a future world in which, instead of working your whole life just to stay afloat, you could sell your soul for a big, quick paycheck”, she says. “Would you do it? Are you already doing it, in some way, in the present? This fictional scenario, but very real internal struggle, is what I wanted to bring to life in the video for ‘Paper'”.
She goes on: “Throughout the film, we used projection scenes to represent my soul’s fight to stay intact, and its ultimate journey back to me – because, at its core, this is a video about refusing to sacrifice one’s integrity for money. If we could collectively agree to do this, as people and as governments, I think the world would be a much better place for us and future generations”.
The machine that appears to extract Shungudzo’s soul was created by Brett Doar, who also built the Rube Goldberg machine in OK Go’s ‘This Too Shall Pass’ video. It creates an impressive effect without actually using any special effects.
Shungudzo is currently working on her debut EP with plans to release more new music in early 2019. Now, watch the video for ‘Paper’ here:
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