British singer Jordan Mackampa just released the video for his latest single “What Am I.” Filmed in London and directed by Tom Ewbank, the track’s vintage vibe with a modern twist is matched by the new visuals. The video features classic TVs and an old school news broadcaster played Jordan, who also surfs the television channels searching for answers on how to live in this chaotic world–and is paired by a performance filmed on a present day set.
The video comes ahead of Jordan’s North American fall tour supporting Amber Run and upcoming UK/European headline tour dates.”What Am I” is the soul-soaked track from the London-based singer swims in the sounds and stories of the cities he’s inhabited over the years. Inspired by his Congolese roots and mother’s love of the great soul singers like Marvin Gaye, Bill Withers and Curtis Mayfield, Jordan combines a timeless vocal with catchy melodies and heartfelt lyrics to create an exciting hybrid of alternative pop and soul which will enchant and uplift in equal measure.
With “What Am I,” Mackampasteps further into his true self. The questioning single is executed with soulful resilience against a backdrop of resplendent horns, harmonious percussion and orchestral strings—and if you listen closely—a funk undertow. It’s the kind of song that sweeps you off your feet, carried by Mackampa’s powerful-yet-amicable vocals reminiscent of Lianne La Havas.
Speaking on the track, Jordan notes: “‘What Am I’ is a modern take on Marvin Gaye’s classic ‘What’s Going On’, highlighting the state of the world right now, from multiple wars in different territories; how the earth is dying, to the border control problem & how it’s been dealt with. It’s a lot of ‘hopes and prayers’, changing of display pictures to blue, but all trickling down to a stop soon after, as it’s no longer in the forefront of the media. I wrote this song in the mindset of how I need to do more but don’t know how because I am only one man, trying his best to make change within the means available.”
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