OYINDA Premieres Self-Directed Music Video

In her first-ever interview with i-D, the Nigerian and London raised singer-songwriter and producer expressed, “It was a lot of fun directing and bringing this video to life. Rather than a concept, there was an image; me lying in a circle of TVs. I started creating a treatment on Tumblr and I filled it with photos from my mood board in my studio, but the biggest inspiration was Beyoncé’s ‘Single Ladies’ video. The strength of that performance made me want to do a seamless piece too, but in my own way – a little imperfect with a hint of Sci-Fi.”

“Never Enough” begins with a thick, hypnotic pulling bass line that sets the tone for the single, which combines pop, alt-R&B and shoegaze elements, and was entirely self-produced by Oyinda with great aplomb. Today, the single was spun on Beats 1 in support of the new video, plus has been featured on KCRW and BBC Radio 1.

“Never Enough” is the follow up Oyinda‘s acclaimed debut EP, Before The Fall.