added: 18 Oct 2012 // by: Music-News.com Newsdesk
'Not Giving In' is released on November 18 via Asylum Records and follows the ground-breaking, multiple award-nominated video 'Feel The Love' (watch here). 'Feel The Love' won best Music Video at last week's LA Shorts Fest and is up for gongs at the MOBO Awards and MVAs.
Directed by photographer Josh Cole, the 'Not Giving In' video mirrors the extraordinary true life-story of Josh's close friend and 3-times World Champion B-Boy, Mouse. Cleverly narrating two parallel stories - that of the young Mouse (played by B-Boy Allen) and that of an older brother (played by Tugo) - Mouse discovers the dance sub-culture of Manila, whilst his brother follows a less fortunate path.
The video was shot entirely on location in Manila; all the actors are regular local residents. Rudimental provide the perfect backdrop to this cinematic visual that alternates between both brothers' lives on the streets. The uplifting record, a sound clash of live instruments, beats and soulful voices, conveys a spirit of hope with the soaring vocals of two heavyweights, John Newman and Alex Clare.
Rudimental are: Piers Agget, Kesi Dryden, Amir Amor and DJ Leon Rolle.
'Not Giving In' is released on November 18 via Asylum Records.