Sydney-based artist Phil Fresh has joined forces with fellow Sydney artists Kwame and Kymie to bring you their millennial anthem, IG Luv.
Phil Fresh shares: "Whether it’s success or failure, the whole concept of sliding in the DM’s or IG LUV, as we coined it, is kinda funny and I think both the lyrics are beat show that off really well."
The track navigates and comments on online dating, and the perception-distorting nature of social media. Set atop playful production with tongue-in-cheek lyrics, the track is accompanied by a visual, directed by the musician and Rewiti Brown.
Speaking on the creative process behind the video, he details; "So when me and Rewiti were trying to figure out ideas for the music video we were getting inspiration from late 90’s hip-hop/r&b videos. Artists like Missy Elliott and directors like Hype Williams were what we were watching, but the one that stood out to us both was the video to 'Say My Name' by Destiny’s Child and specifically the one colour sets they used. The concept of the video pretty much matches the song, in that it’s quite cheeky and light hearted when it comes to 'shooting your shot' in the DM’s but in the end there’s still an element of seriousness and hope."
IG Luv is out now! Watch the visual below.