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Aitch Reflects on Family Life in Touching Track 'My G' Featuring Ed Sheeran

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Directed Kelvin Jones through KODE, the track dedicated to Aitch's younger sister Gracie sees funds going to the Down’s Syndrome Association

Aitch Reflects on Family Life in Touching Track 'My G' Featuring Ed Sheeran

Kelvin Jones has directed a music promo for ‘My G’ ft Ed Sheeran, a song from the recently released, debut album of young British rapper, Aitch. The 3,42” music promo was directed through the London based production house, KODE, with the majority of the video budget donated to the Down’s Syndrome Association. The stripped-back promo centres around Aitch writing a letter to his younger sister, Gracie, reflecting on their relationship and the love he has for her. 

Featuring artist Ed Sheeran as an animated illustration, the award-winning singer-songwriter sings the lyrical verses of the song. Aitch, the central figure within the promo, is positioned in front of an old-fashioned television set displaying images and memories of Aitch and his sister growing up. 

The deeply personal and honest song reflects on Aitch’s relationship with his sister, from meeting her as a baby to the present day, ensuring her that no matter what, she is always, ‘My G’. The closeness and importance of their bond as siblings is conveyed through Aitch directly addressing his sister through his lyrics, talking of his commitment to her and his whole family. 

The promo was filmed on a day-long shoot at the Langdon Down Centre, the home of the Down’s Syndrome Association Charity. The Centre opened in 1868, as a home and place of education for people with learning disabilities. The centre broke boundaries and stigmas at the time of it’s opening, it is therefore significant that is the setting of this promo, which talks of acceptance and unconditional love. 

Kelvin Jones, director, “I have a close relationship with Aitch in and out of work, and it was a huge privilege to work on this song which is dedicated to his sister, who we all know and love. It was a pleasure to bring this visual to life and try new things at the same time - this was my first time working with animation and I enjoyed it a lot, I will definitely be doing that again.” 

CREDITS

Agency / Creative
Production
Post Production / VFX
Editorial
Animation
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Genres: People, Storytelling

Categories: Music video, Short Films and Music Videos

Kode, Fri, 26 Aug 2022 11:48:36 GMT