Directed by the young Canadian Karena Evans, the music video depicts values that are dear to the British band, such as tolerance or living together. Moreover, the clip kicks-off with the South African word “Ubuntu” which means mutual help.
It goes on to celebrate Moroccan heritage in scenes that feature Ahidous dancing in a riad, a man praying on the rooftop of a house, a man selling Moroccan pastries in the stalls of Jamaa El Fna, and children walking in the old medina of Marrakech.
This album dubbed “Everyday life” shows a real desire for fusion and collaboration. Aside from this music video, the track “Arabesque” from the same album introduces a much more Afro-beats sound with the collaboration of Nigerian legend Fela Kuti and the Belgian pop star Stromae, who will also sing in French in this songs.
The young Canadian director also directed Drake’s, “God’s Plan,” and “In My Feelings.”