South African newcomer James Deacon today releases the video for his powerful debut single ‘Not Givin’ Up’, which recently reached #2 on the Hype Machine chart. Shot in Johannesburg late at night and directed by Brennan Lewis, it really captures the essence of James’ home city.
Speaking about the video James says, “We shot all around Johannesburg – we really wanted to show off how amazing the city looks at night! It was epic especially because all the extras are some of the most important people in my life. It was an awesome experience and was a lot of fun to shoot.”
Speaking about the single James explains, “Not Givin’ Up is all about leaving the safety of a day job or desk job and pursuing my dream regardless of how hard it will be to get where I want to go. Basically life is short and I don’t want to waste my life cooped up in the same environment until I die. It’s a big fuck you to all the bosses I’ve ever had and all the people who held me back or told me I wasn’t good enough.”