Avi Mack unveils his self-directed music video for ‘Like I Used To’
Avi Mack has just released his self-directed music video for his latest chart-topping single ‘Like I Used To’.
Texas born, Canadian raised and a South African local, Avi Mack teamed up with Easy Freak duo Dom and Jude to produce his brand-new track ‘Like I Used To’, which has been climbing the charts on radio stations across SA.
He now releases the music video for ‘Like I Used To’ which Avi has directed and edited himself. Commenting on the theme of the video, Avi says “This video is really a commentary on our current social climate and political climate, tied in with how much we are manipulated by the media.
It’s about the bigger question that I think is plaguing all of us, which is trying to find the truth in a world of ‘alternative facts’ and heavily biased information. I feel like we are all living on screens, and being constantly pushed slanted information, so it becomes harder and harder to find truth in all of it.”
Watch the music video for ‘Like I Used To’ below
Looking at the performance scenes, Avi acts out his love/hate relationship with technology, explaining “I can’t live without it, but I also sometimes wish it didn’t exist, you know? Sometimes I just feel surrounded by screens, and that I live inside one. Is my life a movie? Am I a robot? So, we shot those performance screens on this huge LED screen in a studio. I’ve never wanted to watch Star Wars more in my entire life than on that massive screen.”
Looking further at scenes within the music video, the Canary scene is another one which really stands out and shakes the viewer. Avi goes into the thought behind the scene and says “I think I am constantly trying to progress, and kill what seems to be the conservative voice inside of me.”
“I am not a conservative at all, but there are so many things I haven’t gotten right in the past and unconscious biases that I have, and so many things I’ve had to learn. The gun is also related to the gun violence that just permeates throughout our society, and causes so much division.
I’m also trying to paint a picture of what minorities experience. Restricted and vulnerable, verses an entity that has all the power. I have to admit, there are a lot of layers here. I chose to wear a suit which represents corporate power, there is a blue/red dynamic which references the liberal/conservative standpoint in the USA. I feel if I had to break it down, it would take forever.”
The most powerful part out of the entire video comes at the last scene, which is a small homage to George Floyd and the BLM movement. “I have since I was young, been a huge fan of MLK, and the civil rights movement and those involved. And with all that’s gone on this year, I really wanted to say something about this.
It’s been 56 years, and it still feels like we are in the same place sometimes. And people are starting to say it’s enough.
The mask is a throw to COVID and how many people have been anti-mask, which is something I can’t understand at all. And I just find there to be this scary use of the words ‘I can’t breathe’. In one case, it’s George Floyd begging for his life. In another case, its people using ‘I can’t breathe’ (which is not true) to justify not wearing a mask, which is used to protect people.”
‘Like I Used To’ is a powerful music video from Avi Mack and one that will awaken the viewer through it’s risky visuals and important themes.
CREW:
Director: Avi Mack
Written by Avi Mack
Edited by Avi Mack
DOP – Alan Patrick/Caleb Moodley
Assistant Director – Ridhwaan Rangraje
‘Avi Mack – Like I Used To’ is out now across all digital platforms HERE
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