Strong Asian Mothers reveal self-directed video for ‘Don’t Let Go’

Strong Asian Mothers reveal self-directed video for ‘Don’t Let Go’

London based trio Strong Asian Mothers share video for new single single ‘Don’t Let Go’ (En Vogue rework)

“they draw inspiration from hip-hop, R&B, electro, and big band, and combine those sounds into an evocative, anthemic genre-blend.”Stereogum

“a whirl of flashing lights, frantic energy, and colourful fabrics.” – Pigeons & Planes

“nimble hip-hop-biting verses and accomplished R&B-esque choruses…the world is at their fingertips”The Line Of Best Fit

“undeniably infectious”Variance Magazine

 

Today, rising London based electronic trio Strong Asian Mothers are sharing a brilliant video for their new single ‘Don’t Let Go’ – an intriguing rework of the En Vogue classic.

Watch the self-directed video for ‘Don’t Let Go’

About 2 years ago, Khushi from the band – uploaded an album to Facebook titled “Things are kicking off at the Graham-Patels this Christmas”. It was a series of photos of himself and his family in various seasonal poses with absolutely no emotion on their faces. His fellows band members thought it was incredible and ‘Glumface’ was born. The phrase has since been given an (un)official definition, which can be found below.

Glum-face

?l?   m  /feis    / 

Noun

— The practice of  looking dejected or morose regardless of the situation at hand, often performed in a place of attractive or humorous merit for photographic purposes by the band Strong Asian Mothers.

— “Why do they look so pissed off, are they Emo?” “No, they’re glumfacing…”

Speaking on the idea for the video, Strong Asian Mothers said: “Ever since its inception, the practice of glumface has been an essential part of our social manifesto. If you search the hashtag on Instagram, you’ll see it’s overwhelmingly populated by images of us looking glum. Endlessly false smiles in photos are overrated and sometimes it’s just nice to look ‘mardy’. We thought it was about time glumface made its proper mainstream debut and so we thought, “what’s the simplest and cheapest way we can make glumface look most  appropriately  inappropriate ?” It was uniformly decided: a birthday party.”

An effervescent, glitchy – electronically splashed rework of the original – the track is an integral part of the band’s live set up, bringing the track to life gloriously in the new recording.

“Don’t Let Go is potentially the greatest sexy R’n’B says the band song about commitment ever and so for three random men from London to cover it was pretty bold” – say the band. “We figured that song with these visuals would make it clear we don’t take ourselves seriously enough to think we could ever compete with the women of En Vogue and we will find the image of   sixteen  pissed-off people holding sparklers combined with that last chorus funny forever…even if no-one else does.”

Best friends since their early years, Amer Chadha Patel, Josh Stadlen, and Kalim Patel (KHUSHI) have played in bands together throughout their childhoods but it is under Strong Asian Mothers that they have really found their strength.

Their blend of styles and emphatic live show has been making waves on London’s underground gig scene for a while, and now the band are about to step firmly in to the limelight.

The band’s next London headline show will be on November 30th, at Hoxton Square Bar and Kitchen, in London.

The London based trio have already had some excellent support across the board, gaining plaudits online from the likes of Pigeons & Planes, Stereogum, The Line Of Best Fit and more.

Radio 1 are also fully behind the band, with Annie Mac choosing them as one of her New Names for 2016, as well as Huw Stephens playing all four of their singles to date. They also played the BBC Introducing tent at Reading & Leeds earlier this year, along with other festival appearances at Bestival, The Great Escape, and Secret Garden Party.

Tying together influences from hip-hop and alternative electronic music, with a live band aesthetic that really sets the band apart from their peers – Strong Asian Mothers are an incredibly exciting proposition.

Blending electronic and live elements they seamlessly bridge the gap between gig and club and really bring the party.

 

LIVE

30 November, Hoxton Square Bar and Kitchen, London (Headline)

Follow Strong Asian Mothers:

Facebook: https://www.facebook.com/StrongAsianMothers

Twitter: https://twitter.com/strongasianmums

Website: http://www.strongasianmothers.com/

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Strong Asian Mothers reveal self-directed video for ‘Don’t Let Go’