The South African singer, songwriter, Idols judge and radio personality’s new single off her latest album titled Alive was written in four languages – English, isiXhosa, Portuguese and Venda – representing one universal African message.
“My intention is for Africa to feel my heart and the emotions behind the song because for so long I have been told what my limitations are. I wanted to speak in a universal African language – to run to life through the video – and needed to do that through the various languages I use in the song, as well as through the different fabrics and textures. East Africa is represented through wardrobe and the beadwork. South Africa is there as well, as is West Africa, and I wanted to speak to Angola as well in a sincere way,” says Msengana.
The music video features five African people who have chased, and subsequently caught, their dreams. Each of these people inspired the artist, prompting her to invite them to perform in the video.
The music video for Run was choreographed by Somizi who has worked on 2010 Fifa World Cup, the CAS Awards and [the] MTV Base Awards among others.
“I am truly honoured to have had Africa’s most celebrated and critically acclaimed choreographer to work with me because he does not do music videos on principle,” says Msengana. “When he heard the song he called me and said ‘this is such a powerful song and message – please don’t waste it’. That’s when I asked him to choreograph and he said he would, as long as I did everything required in preparation.”
One can watch the music video of Run on YouTube.