Ali John Meredith-Lacey, better known as Novo Amor, is a Welsh multi-instrumentalist and singer-songwriter whose 2018 album Birthplace is packed full of cinematic soundscapes undercut with more than a little melancholy. Today sees the premiere of an ambitious double video from the project, with Novo Amor taking a backseat and letting his music provide a platform for a serious issue.
The two-part video, soundtracked by Birthplace tracks "Sleepless" and "Repeat Until Death," captures the story of a young Mongolian girl growing up in an area where air pollution is rife. Director duo Sil & Jorik show the girl literally being carried out of the city by a family member, barely able to breathe. As the family turn their backs on the smog, things improve but life continues to throw more challenges in the way of the girl at the center of the action.
Speaking to The FADER via email, directors Sil & Jorik said of the videos: "We wanted to captured the country's abundant beauty and its pressing environmental issues. Filming at temperatures dropping as low as -35 degrees Celsius has been the most challenging thing we have done to date. What we're hoping to encounter as directors, is an artist who is willing to take a risk, who is willing to trust us. Ali is this artist. Ali's music is awe-inspiring and working with him has been a true blessing since day one.”
Novo Amor will return to North America this Spring for a run of headline shows as well as making his debut at SXSW in Austin, Texas in March.