Priya Ragu says Adalam Va!
Caviar’s Sasha Nathwani, has teamed up with the TamilSwiss artist Priya Ragu to direct a fun and playful music video for her latest single Adalam Va!
Having earned huge support at Radio 1, being nominated for the BBC Sound of 2022, with tastemaker acclaim and further nominations from Amazon Music, Apple Music, Deezer, MTV, Spotify and VEVO; it’s clear that Priya Ragu is destined for the top.
Ragu’s new single Adalam Va! which translates loosely as Let’s Dance; is her most vibrant cocktail of electrifying electro-pop and soul-stirring South Indian sonics, that’s exactly the reaction it inspires. Above the rattling rhythms, warped synths and thumping dub bass, Ragu’s voice rises like a beacon of positivity.
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- Production Company Caviar/London
- Director Sasha (Sashinski) Nathwani
- Editing tenthree
- Post Production Cheat
- Executive Producer Eleri Evans
- Producer Manoela Chiabai Farani
- Choreographer Supple Nam
- DP David Wright / (DP)
Ragu says, “Adalam Va! is about hope in the darkest of days. It’s about the fresh energy that emerges out of these times. We wanted to express that feeling through this song and to get everyone on the dancefloor!”
The video raises the bar in terms of visual elegance, choreography and pure physicality with Priya mastering an eye-catching array of intense martial arts moves and energizing dance routines. A love letter to international cinema with numerous references to Tarantino and set in the striking splendour of Strawberry Hill House & Garden.
Director Sasha Nathwani adds: “I’ve wanted to work with Priya for a while now. This Adalam Va! video was the perfect opportunity. Working collaboratively with Priya and Japhna Gold, we crafted a narrative inspired by classic Tamil films from the 70s and 80s starring Indian film legend Rajinikanth, and fused this with the cinematic flair of Tarantino, coining this combination of styles: TAMILTINO."
"The video tells the story of a Kill Bill inspired character played by Priya, that liberates a gang of youths enslaved by an evil villain, freeing them through the encouraging chorus line Adalam Va which means Come and Dance. Priya really threw herself into the physical challenge of this video, working closely with choreographer and fight supervisor Supple Nam, she learnt how to use a silambam stick, a South Asian martial arts weapon, alongside numerous dance sequences, inspired by South Asian choreography.”