Fresh off the heels of her performance at this year’s Head In The Clouds festival, NIKI has dropped a new sonically rich single and music video called “Spilt” via 88rising. A retro slowburn, complete with steel guitar and NIKI’s sweet rasp, “Split” sees NIKI force chronicling the ache of feeling split between two worlds and two homes. Listen to the track here.
Written by NIKI and produced with frequent collaborators Jacob Ray and Bekon & The Donuts, “Split” depicts the emotional pull and turmoil the pressure to continually adapt brings.
NIKI says, “I wrote it about having to split myself between Indo and LA and feeling like I have to constantly “split the difference”/ adapt/ assimilate all the time. It’s a song about home and identity or maybe the struggle to find either. It’s very very personal and I hope you guys love it as much as I do!”
The music video, directed by Sean Matsuyama, is the third installment of music videos powered by Samsung from 88rising’s upcoming album, Head In The Clouds 3. Shot entirely on the Samsung Galaxy S21 Ultra, the cinematic video features a wistful NIKI in the backseat of a vintage blue Chevy Nova Wagon. NIKI longs for home while shots of her living in LA are juxtaposed with dreamy cuts of her pouring her heart out as a lounge singer.
With the help of Samsung’s creative partner, global design and marketing consultancy R/GA, NIKI extended her stage to her fans, giving everyone a chance to be featured in her official music video by submitting content that shows how they feel split between two worlds #withGalaxy.
“Split” is the newest single off the upcoming Head In The Clouds III, 88rising’s third installation of the world-building, collaborative effort bringing together rising artists from East to West. An album of 88’s closest friends, family, and collaborators that brings together listeners from around the world into the universe of the Asian-American experience, HITC3 is due out in early 2022.
Adriana Chavez is the editor for Vacancy. Email: firstname.lastname@example.org