SWITCH IT UP OFFICIAL MUSIC VIDEO
Outside of their talent, an artist’s greatest weapon is their ability to be innovative and responsive to their ever changing landscape. This ethos is embodied on the collaborative “Switch It Up” record by Protoje featuring Koffee which has recently received a visual treatment courtesy of director Xtreme Arts.
PROTOJE AND KOFFEE HOST A CAMEO FILLED CELEBRATION OF STAYING TRUE
Switch It Up (Official Music Video) - Protoje ft. Koffee | Dir. By Xtreme Arts
Outside of their talent, an artist’s greatest weapon is their ability to be innovative and responsive
to their ever changing landscape. This ethos is embodied on the collaborative “Switch It Up”
record by Protoje featuring Koffee produced by Winta James which has recently received a visual treatment courtesy of
director Xtreme Arts.
Protoje
Koffee
Using a lavish casino and a deliciously-stacked dinner table as its backdrop, the two are seen
draped in their modernized takes of 1950s apparel alongside star-studded company with
cameos by Lila Iké, Sevana, Jaz Elise, Royal Blu and Jesse Royal.
Lila Iké
Sevana
Jaz Elise
Jesse Royal
Royal Blu
Creatively, the visuals point to the idea of “eating good” alongside the people who afford you to achieve your aspirations, but switching it up takes on two meanings here as well.
Literally, the artists trade spitfire lyrics back and forth as they offer an array of different cadences. But figuratively, it also points to the new frontier of artists from the island who are taking their talents and the culture to new heights and in new ways.
A cut off Protoje’s In Search Of Lost Time, “Switch It Up” is the righteous bravado-infused anthem with the artists making it clear their abilities and hunger for more. Watch the exclusive premiere on New Wave Above.
Video Production Credits: Xtreme Arts (Director), Darren Scott (Director of Photography), Nellie-Ann (Creative Director & Producer) & Habibi Bailey (Co-Producer), Diedre Mckenzie (Stylist), Rand Francis (Asst. Camera), Shamara Spencer - Inspire (Choreography & Dancer) Catherine Reid, Ashley Soleil, Shae Osbourne, Kara Lee (Dancers), Twain Richardson / For Post Prod. (Colour & VFX)
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