Between her debut mixtape “damshestamil” and her recent single “Illuminate”, the talented Tamil-Swiss Priya Ragu is accumulating all the achievements that will allow her to do great things in 2023.
She got huge support from Radio 1, including playlists for ‘Lockdown’ and ‘Illuminate’, had an amazing TV debut in ‘Later…’, had a major movie presence in ‘Wedding Season’ from Netflix, which received an enthusiastic reception, and was nominated for the BBC Sound of 2022. Combined with acclaim from tastemakers and other nominations from Amazon Music, Apple Music, Deezer, MTV, Spotify and VEVO, it’s clear that Priya Ragu is destined for the top.
Today, Priya is on fire again with her new single “Adalam Va! “, which translates to “Let’s dance! And that’s exactly the reaction to his most vibrant cocktail of electrifying electro-pop and soul-stirring South Indian sounds. Above the furious rhythms, distorted synths and dub basses, Priya Ragu’s voice rises like a beacon of positivity.
Priya says, “’Adalam Go!’ speaks of hope in the darkest days. It’s about the fresh energy that emerges from these moments. We wanted to express this feeling through this song and make everyone dance! “.
The clip that accompanies ‘Adalam Va!’ is Priya’s most ambitious video to date. She sets the bar high in terms of visual elegance, choreography and sheer physicality, with Priya mastering an array of intense martial arts moves and energizing dance routines. It’s also a love letter to international cinema with plenty of references to Tarantino classics as well as the 1991 Tamil crime epic “Thalapathi” – a mix that can be described as the Tamiltino effect. The vibrant visual is further enhanced by the striking splendor of its filming location, Strawberry Hill House & Garden.
Priya adds, “I’ve always wanted to shoot a video where the dance moves and the fights come together, which is way out of my comfort zone. It was a huge challenge for me to do these moves, with no previous experience, but we did it! “.
The “Adalam Go! ”, larger, brings together a team of high-level South Asian creatives, led by Priya and the producer of the title, her brother Japhna Gold. The video was directed by three-time BRIT Awards Best Video nominee Sasha Nathwani of Caviar, whose visuals for artists like Becky Hill and Izzy Bizu have surpassed one billion views on YouTube. The photo shoot that accompanies the film was created by blackksocks, a photographer and director who has worked for Arlo Parks, The 1975 and Pink Pantheress, among others.
Next month, Priya will perform her biggest headlining show at the Electric Brixton, having sold out Scala and Jazz Café and performing as a special guest on Jungle (she also features on their third album “Loving In Stereo”). She will then embark on a short tour of Switzerland, after being nominated for best talent at the Swiss Music Awards and performing at the Montreux Jazz Festival.
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