Neu Pick: Strong Asian Mothers go intergalactic in their ‘Hard To Find’ video

Strong Asian Mothers go intergalactic in their ‘Hard To Find’ video

The trio’s latest blend of hip hop, pop and electronic is today’s Neu Pick.

Every weekday, DIY’s new music know-it-all Neu brings you one essential new release to get obsessed with. Today’s Neu Pick comes from Strong Asian Mothers.

Prepare yourself for an epic journey into space. Strong Asian Mothers’ new single ‘Hard To Find’ is their latest step in blending hip hop, pop and electronic sounds while still trying to harness a live band aesthetic. They say themselves that it’s a tune that’s about “the unrivalled feeling of chasing/ achieving that great night out”.

It’s a striking tune on its own, but the trio have gone one step beyond with its accompanying music video, directed by the band’s own Amar Chadha-Patel and video partner Tom Allen. It’s a huge collaborative effort, made by the band themselves with their friends and mums (naturally) that pays homage to classic sci-fi films like ‘Star Wars’ in spectacular fashion.

Amar explained: “I am part of a film director duo called Tom + Amar, with a friend called… Tom. After listening to the track together Tom mentioned a reoccurring visual of the band singing with expressionless faces while floating through space. It immediately sparked interest with us and a week later Tom had a refined treatment for a pretty insane music video. I remember saying to Tom, “We love it, but can we do this?” and him replying “probably not”. So obviously we did it anyway”.

He continued: “The video pays homage to a golden galactic era of sci-fi adventure and fantasy from our childhoods. We tried to replicate film techniques from the 70s, building life size sets and miniature models ourselves. There’s even a cartoon animated section in the bridge, because… well obviously it wasn’t ambitious enough. It was a huge collaborative effort and like all things S.A.M, full of great work and performances by our friends and of course by our mothers”. 

Strong Asian Mothers are set to play at Oslo in Hackney, London on 30th November.

Watch the video for ‘Hard To Find’ below.

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