MUMBAI: Magnetic singer-songwriter Alex Porat unveils her latest single “never say ily again” accompanied by a music video directed by Iris Kim, the third video the two have collaborated on together. The song’s bouncy and playful production juxtaposes lyrics that express regrets about a past relationship. “I guess I just have bad taste,” she cheekily laments before launching into the catchy chorus. However she’s feeling, Porat doesn’t look fazed in the video as she smiles and dances in various hyper-pigmented scenes, all filmed through a whimsical 90s-esque fish-eye lens.
Delivering lighthearted pop with serious skill, Porat effortlessly combines memorable melodies with fresh electronic production and crystalline vocal delivery. Speaking of the song, Porat shares, “It felt like the right thing to pair this sad feeling with a fun upbeat song. I usually use humour to cope with pain and sadness so it felt very real the way the track is the opposite of what I’m trying to say. I’m a dramatic person at times especially when it feels like the end of the world so this song is a great reminder that any negative feelings that I’ve felt in the past are temporary and they do go away. What’s life without a couple ups and downs, you know?”
Director Iris Kim notes, “I wanted the ‘never say ily again’ music video to feel like a vibrant, fever dream for those who are beyond-over-it. We see Alex in this colourful world, whether she’s pouring maple syrup on a tall stack of waffles, pushing a grocery cart in an empty school parking lot or dancing in a hilly park that can very much be compared to the rolling landscape of the Teletubbies, it’s very obvious she’s not taking life too seriously despite the personal content of her lyrics. Alex is living in an enhanced version of life because she’s realizing her worth and having fun while doing it.”
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