Avi Mack is back with a brand new single and music video for the track ‘Something’ which is out today, August 13th.
Texas born, Canadian raised and a South African local, Avi Mack once again teamed up with Easy Freak duo Dom and Jude to produce his brand-new track ‘Something’. The single is also the first to be released from his forthcoming EP ‘Maybe Never’ due for release on October 15th.
Mack explores the inspiration and theme of the single, saying “‘Something’ is basically about that first meeting. Those nervous feelings, that lead to overthinking and can trip you up when you’re interested in someone. It’s also engaging with the elation and honeymoon phase that you experience after meeting someone. The story about not being able to get away from someone, no matter how much you try. There is just that connection, that value, it’s something you can’t put your finger on but it’s there. And no matter how hard you try to get away from it, it’s magnetic and you can’t run away from it. I really loved tracking this song. We changed quite a bit from the demo, pushing it into a much more harmonically rich space and tried to really make it feel good and accessible.”
Watch the Music Video for ‘Something’ HERE
The single is accompanied by the release of the music video. Avi Mack once again steps into the director role for his video and discusses the inspiration for the video and who all of the people in it are, saying “This music video was different for me. I generally make an effort to engage with a deeper narrative and lace the video with Easter Eggs. With this music video, I really wanted to make something that felt a lot lighter and was just fun to watch. The song itself is essentially about the almost involuntary attraction that some people have to each other. I find one of the most interesting things about relationships, is that there is either a chemistry or there isn’t. It isn’t something you can manufacture or force, it’s just either there or it isn’t. So, I wanted the video to be of real couples, who really have that connection. Two people who are drawn together, and just complement each other in such an authentic way. All the couples in the video are real couples, who truly have a beautiful connection. The idea was to paint a picture of all these individual people, expressing themselves as individuals, and then see them as couples in the end. The tag line at the end, is just a reminder that it’s not about being in a relationship that’s important: it’s about loving the people you’re with, and that includes yourself.”