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26 October 2020

Can't Let You Go

by Syd Briscoe


Stefflon Don: “Can't Let You Go” - 3 mins 25s

A combination of polished set design and down-to-earth choreography make this promo for Stefflon Don's latest track a treat for the eyes and ears. 'Can't Let You Go' brings the British singer's diverse cultural influences into play, as she incorporates Yoruba lyrics into declarations of longing for someone special.

It's a great example of how the international focus of music has shifted from the 2010s and beyond. While artists from all manner of cultural backgrounds once had to sing in English to be taken seriously on a global stage, one only has to look at the meteoric rise of Korean, Spanish, and African music to see that accessible lyrics are now much less important than creating a vibe.

This Adriaan Louw-directed promo certainly does that, as Don dances through the set of her own talk show, has a sleepover with a difference, and poses in a jungle erected in a car park. It all comes together to enhance the track's late-summer feel nicely - a perfect accompaniment to the chilled-out parties we're, sadly, not having while the weather holds.


Senior Creative: Jade Adeyemi
Film Production: Familia Ⓟ Ⓦ
Director: Adriaan Louw
Production M'ger: Beatrice Giustini
Production Ass'nt: Emma Stevens Broyd
Executive Producer: Toby Walsham
1st AD: Tom Kelly
2nd AD: Callum Toms
Cinematographer: Olan Collardy Ⓦ (Vision Ⓟ Ⓦ)
Choreography: Aisha Ayiku
Editor: Laura Cairney-Keize ♀ @ Marshall Street Editors Ⓟ Ⓦ
Colourist: Toby Tomkins @ Cheat Ⓦ

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