Updated: Jul 6
Promo Photo by Emilie Hebert // Download
"Her voice carries so much emotion you'll find yourself drawn into whatever she's feeling on each and every track - and an allure like that makes it certain she's destined for stardom." - Idobi Radio "Her powerful vocals take the lead, coating the track in a deep shade of purple as she soars high into a magnificent chorus of stormy guitars and punchy percussions." - When The Horn Blows
TORONTO, ON - NOVEMBER 12, 2020 - Today, Montreal-based Alt-Pop artist Emi Jeenshares the gritty new video for her single "Other Side" directed by Aude Guivarc’h. Taking inspiration from her own personal experiences of bullying and trauma; “Other Side" is a manifesto to the world telling them that we are all done with the hate, control, racism, sexism, dictatorship going on in the world;" shares Emi. "It doesn’t matter where you are from, what colour you are, or what you believe in, we are all warriors and we will fight together. We will no longer stay inside the box and keep quiet.” Emi teamed up with Guivarc’h, whose background as a Multimedia Director and Lead Motion Designer for shows and concerts includes an impressive list of internationally acclaimed artists like Billie Eilish, Ed Sheeran, Madonna, Justin Timberlake, JayZ, Muse, Arcade Fire, and Halsey. The new video premiered with Indie 88, and garnered attention from UK’s She Makes Music. WATCH HERE.
On October 30th Emi released her debut EP The Other Side on UGIV Music. The 5-song collection is produced by 2020 JUNO nominated Derek Hoffman (The Trews, RALPH, Caveboy) and includes the singles “Holy Water” and “Runaway”. The new album has been playlisted on Apple Music's New Music Daily, New in Alternative, ALT CTRL, Made in Quebec, and Spotify's Ready To Rock. This week she'll be launching a new line of merch - be sure to check it out here.
WATCH "OTHER SIDE" HERE
Directed by Aude Guivarc’h
“Emi originally contacted me to create her music video for "Holy Water". After listening to the whole EP, I asked her right away if she was open to have me direct a second video clip. I had such a strong sense that "Holy Water" and "Other Side" were visually connected that I pitched her the idea of a diptych.
The two music videos take place in a small blank room. At the beginning of “Holy Water”, the room, all white, becomes gradually saturated with black calligraphy writings and ink drops, representing a purge of her thoughts, worries and regrets. They spill out on the walls so she can clear her mind. The last scene finds her exhausted, in the middle of a dark room.
As we begin the second opus, what was an internal struggle becomes a battle for independence, for freedom. In “Other Side”, Emi travels between the dark room where she battled herself, and the wild forest, where another version of her is free, discovers herself, gains strength, confidence, and power.
In both music videos, the presence of water is an important character of the story. In Holy Water and Other Side, it is the doorway allowing Emi to travel between two worlds. It gives her strength and confidence. It represents a portal, allowing one's mind to freely navigate between two perceptions of the same reality. The outer and the inner self within
each of us.” - Aude Guivarc'h