About half a week after ascending R&B star, UMI, announced her highly-anticipated debut Epic Records album, people stories, and its release date. Plus debuted her most recent double single, SOMEWHERE NEW/WHAT NOW. As well as the beautifully touching and colorful accompanying video for SOMEWHERE NEW. UMI returns today with the debut through Vevo just a few short hours ago of a beautifully cinematic and magical new Eric Nguyen-directed accompanying video for, WHAT NOW.
The beautifully cinematic and magical new video opening with UMI in a beautifully stunning short partial wedding dress and black knee-high boots sitting in the back of a car she sings about getting with her former partner. Her being the runaway bride in not only the back of the car, but by herself with her bouquet of flowers she has jumping around by the trees and nature. As she sings the freeing lyrics of, “Retrace all the memories, I’m a broken record. You’re not my fantasy, you’re a goddamn fire. Burnin’ inside of me.” As well as the pre-chorus of, “Tellin’ me lies, like you tellin’ me a story. Not afraid to toss away our history. It’s a shame, it’s a shame, it’s a shame. But I got no one else to blame.” Into the chorus of, “So, what now? Now that it’s, now that it’s above us? What now? I got lost in the thought of us somehow. What now? Innocent hearts lost in a fire. What, what now? Ah-ah-ah-ah-ah-ah, ah-ah-ah-ah-ah-ah. Ah-ah-ah-ah, what now? What now?” The couple’s that are also shown in the video showing the glimpses of love that, UMI and her partner, used to have and she wishes they still had. It’s quite literally the peoples stories besides her own she’s singing about on not only this record, but expected to throughout the whole album. Which is one of the most beautifully magical and transparent, as well as creative ways you can show by doing so. That also really helps such an already beautifully magical and transparently creative record be brought to life even more too. In a way that only someone like UMI and the director, Eric, can do.
The way that UMI is able to bring the record to life through the music video. Just the latest as part of several of her most recent videos to show how creative and of a true artist that she is that truly almost always puts the ART in artist. Whether it be through an actual record or one of her music videos or performances. One of a select few artists who are able to do that consistently too and why artists of that nature like her, Jhené Aiko, Snoh Aalegra, Jessie Reyez, Elijah Blake and BJ the Chicago Kid, are among some of my favorite artists too.
