Rudimental Discuss The Concept Of ‘Not Giving In’
East London based quartet Rudimental made a huge impact on the music scene earlier this year with the summer anthem ‘Feel The Love’, now their latest track ‘Not Giving In’ is in the process of making the same waves. MTV Voices caught up with band member Kesi Dryden to discuss the inspiration behind their latest single…
Kesi gave fans an insight into how ideas for both the song and accompanying video came together. In the interview, he revealed that the song was originally written about “a close friend who was going through a very hard time.”
The video is based on the story of international B-Boy champion Mouse and shows how the 3X world champion faced the adversity of growing up in rural Manilla to thrive in the world of B-Boy in contrast to his brother who fell into the infamous Manilla underworld.
When asked how the video reflects the song, Kesi shared: “The video shows that if you practice something and are dedicated to something and do not give in, you can achieve what you want. It also shows the darker side of what can happen if you lose your way in life, which works very well with the message of the song.”
Speaking on what he hopes fans will take away from the video, the artist revealed: “It’s a powerful video and leaves you with various emotions and hopefully the message of the song gets through.”
‘Not Giving In’ is released November 11, and is the second track to be taken from the bands upcoming LP which is scheduled for release in spring 2013.
Check it out after the jump!
Words: Jason (@Jason_MBM)