North London 18-year-old Ama Lou released her captivating debut only a month ago, produced by Exmoor Emperor. She’s found her voice and is pretty much sticking with it.
Ama Lou is not shy to speak her mind and stay true to herself, and her video for ‘TBC’ shows just that. A self-shot insight into the life of miss Lou, showing off all the things she holds dear. Set amongst a north London landscape, Ama Lou draws upon a world where the minorities are still suffering at the hand of an egotistical, fascist society.
‘TBC’ plays homage to the Black Lives Matter movement creating a voice and opinion. The tracks video is endearing portraying Ama Lou’s friends, all of different ethnicities, highlighting that it’s clearly not that hard to stop discriminating against each other. It shows her loyalty to unity and her efforts to make society the way it should be.
Living amongst an extremely judgmental society, its pretty brave for Ama Lou to stand up and fight for what truly matters. The video sees her eccentric fashion style and her humble attitude as she sings the tracks lyrics, whilst on cooking duties for her associates. It’s humbling and personal. Seeing her skate along the concrete streets, sticks a finger up to a male-dominated industry.
Despite springing from North London, Ama Lou clearly isn’t fitting into the mold of her predecessors such as Skepta and Little Simz. She’s bought her own bricks, and is paving her own way to become one of the most inspirational and hottest artists around.
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Words by Lewis Smart