Jeremy Loops unveils the music video for his latest single, ‘What Would I Know’. He teamed up with Director Rob Smith. Smith worked on his music video for ‘Gold’. The video won the 2019 South African Music Award for ‘Music Video of the Year’ as well as a Silver Loerie.
Rob Smith explains the thinking behind the visuals:
“The concept for the video is routed in the song in how you can follow the music (or your own happiness), but how things will inevitably get in your way. Instead of being put down or giving up, you can learn from these experiences and ultimately continue to follow your happiness with a greater sense of appreciation or awareness of it.”
When Jeremy Loops first explained the meaning behind the song to Smith, he elaborated on how the single is also about how we’re often our own worst enemies. From that premise the story evolved of our protagonist encountering a villain, who is eerily familiar. That narrative leant itself perfectly to a Western setting.
Jeremy Loops explains ‘What Would I Know’
“We make this human error of always seeing others as joy thieves and the source of our problems. Often it’s us standing in our own way. It’s us who are the barrier, not some external projection.”
“I think it was quite powerful how the team managed to marry that concept and idea with my lifelong dream of starring in a Spaghetti Western. It’s subtle, and I suspect many people won’t get it on first viewing, but when the concept does make sense, it reveals a stunning new dimension to the song.”
After coming up with the concept, the biggest challenge the team faced was where to shoot a story like this in South Africa. The budget also needed to be reasonable.
Years ago Rob passed through Springbok and was struck by its unique and arid landscape. Naturally it was the first thing he Googled: “Horse trails Springbok”. Luckily for the team, they found the beautiful Namaqua Horse Trails farm in Springbok. The farm gave them the location, beautiful horses and professional horse wranglers on site.
Rob Smith commented on the shoot
“We shot over two days all over their farm. This was tight, considering how many shots we had planned. We worked with horses, moved around, etc. But we did meticulous storyboarding and planning to ensure we shot as efficiently as possible.”
Written by Jeremy Loops & Truancy / Erik Alcock (Eminem) in Berlin during Jeremy’s European Summer 2019 festival, ‘What Would I Know’ was produced in the UK with Will Hicks (Ed Sheeran’s ‘Perfect’) and features Jeremy’s signature sound paired with progressive, modern sensibilities.
Check out the video for ‘What Would I Know’ Below:
You can stream / download ‘What Would I Know’ HERE.
Jeremy Loops comments about Erik Alcock
“Erik is an incredibly talented songwriter, and the resume of people he’s worked with is testament to that. What was special about making this song, is we spent an afternoon just talking about what the song was about and what I had in mind, and that resonated with him at a deep level. This clarity freed us from wrestling what the song ‘meant’, in the process leaving tons of room to be as creative as possible with it.”
The single and music video for “What Would I Know” is released in the lead up to Jeremy’s Mortal Man tour. The tour includes his largest UK headline date at the 5000-capacity O2 Academy in Brixton. He’ll also be playing shows headline theatre shows in Germany, the Czech Republic and Poland.
Loops has announced Sons of the East as his support act for the European Tour, including two dates in South Africa they will join him for, as well as Declan J Donovan as a second support for his Academy Brixton Show.
International Jeremy Loops Show Dates:
- 14 November – Prague – Lucerna Velky Sal
- 16 November – Warsaw – Klub Stodala
- 19 November – Munich – Tonhalle
- 21 November – Cologne – Live Music Hall
- 23 November – London – O2 Academy Brixton
- 25 November – Hamburg – GrosseFreiheit
- 27 November – Stuttgart – Wagenhallen
Tickets are available on the Jeremy Loops website.
South Africa Jeremy Loops Show Dates:
- 30 November – Large On The Lawn, Johannesburg
- 1 December – Parklife Festival, Cape Town
Watch this space for updates in the Music Videos category on SA Music Zone.
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