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A woman's identity; ELI is empowered in scenes that convey her multiple layers.

Hailing from South London, artist ELI's latest single ‘Lover’ is an eclectic fusion of Indie, Pop and Afro-Trip Hop, a purposeful nod to ELI’s diverse cultural upbringing. This music video for Lover is directed by Jade O’Connor, a Filipino, English Director who identified with the themes in the song, that of female empowerment and the strength that comes during and after emotional struggles of heartbreak.

But more than that, this music video is an ode to ELI's identity. Over a few different scenes ELI's personality and aesthetic are prevalent, portraying ELI's world and many layers; ELI commenting, 'I wanted to tap into a darker part of my emotions and confront the aspects that lead to a breakup and really pick them apart...and musically I wanted to combine my diverse upbringing and create an exchange of cultures.'

Jade O'Connor 'I loved working alongside ELI to create the concepts behind ‘Lover’. We shot it across two days, one interior and one exterior. Throughout the shoot, we wanted to focus on an overall theme of resilience and female empowerment.

I wanted to focus on utilising a fun colour pallet, interesting setups with a museum-like feel and depth in my composition.

Our main hope for this video was for it to be fun and showcase ELI's upbeat personality whilst drawing the audience into ELI’s world.

I am so grateful to Eli and my crew for making this video happen, thank you all for trusting me and my vision!'


Artist - ELI @eli.ldn

Director - Jade O'Connor @jade_atwork    

Producer - Kevin Cheung @bykevincheung

1st AD - Eden Tekle @edenmtekle

DOP - James Huthwaite @huthdop

1st AC - Joe Hearsey @joehearsey

Gaffer - Nela Resler @nela_resler

Art Director - Jimmy Van Twest @jimmyvantwest

Art Assistant - Alice Kidd @alicekidd_film

MUA - Viviane Melo @v.000000v

Photographer - Ethan Lodge @ethanlodge

Editor - Sam Storey @404errorprojects

Graphics - Lara Luk-Fenn @laraluk_

Written & Produced by ELICo-produced & Mixed by SHOLA