Bradford’s born and bred Preme Sound take to Paris with their vibrant, energetic new single ‘Fashion Week’. The audacious music video was shot by Blue Boredom, known for his work with big names in the UK rap scene such as Pa Salieu and Jay1, and uses Dutch angles and dizzying cinematography to follow the antics of Preme Sound as they tour through the city of light.
Written by Izzy Kennedy
Kicking off 2021, Preme Sound follow a successful back catalogue of singles including ‘Energy’ in 2020, and the infectious ‘SideStep Boogie’ in 2019 which brought a whole community together, seeing all ages dancing in the streets of Bradford. After appearing on lineups with MIST and Kenny Allstar, Preme Sound are back, escaping from England’s clouds, with the summer feel-good tune ‘Fashion Week’, a stylistic explosion of energy and colour. Produced by the talented Ouhboy, known in the scene for his work with D-Block Europe, the track uses delayed synths and bouncy 808s to create an upbeat, infectious sound that strays from classic UK Hip Hop.
The styling of the shoot flexes big names like Dior and Moschino, but saves space for independent Northern brand SkitzoWorldwide in the chorus, seeing Preme Sound represent the North as they do best. The boys don’t hold back on confidence, spitting their verses under the Arch De Triumph, sipping wine in front of the moonlit Louvre Pyramid, and playing ball on the psychedelic world famous Duperré basketball court. Jakus fuses melodic rhythms and punchy bars in his verse, sporting a new violet trim to catch everyone’s attention, whilst K95 effortlessly styles turquoise twists and a pastel pink co-ord whilst delivering the catchy chorus.
‘Preme Sound to The World and Back’, is the collective’s slogan, and a promise of what is to come throughout the rest of 2021. The video for Fashion Week is available now on GRM Daily and the single is available to stream/purchase via all other major platforms.
‘Fashion Week’ is available now via all major platforms.
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