Amar Fresh’s music video for his track ‘The Night Before I Die’ was shot May 8th, cut and published four days later. Since then, it has garnered more than 20,000 views on YouTube. Impressive for sure.
Director Josh Hale was contacted by Marc ‘Amar Fresh’ Cunningham and his manager in 2015 after watching some of Hale’s earlier work.
“Josh had a great vision of taking the point of the song and the fun uptempo sound of the beat produced by XXX productionz and meshing it perfectly in a video, great energy,” said Fresh.
Josh expanded, “We shot a quick video last year, On My Mama, that turned out great. So when it came time to do a video for The Night Before I Die, they reached out again. After listening to the song, I wanted to juxtapose the uptempo party vibe of the song with a dark, sinister visual.”
And a dark visual it is. Amar Fresh is seen on the ground, presumably dead, as his spirit sits beside him, contemplating what happened. The timeline works up to the moments before everything went south.
The vocals, which are heavily post processed, mixed with the visuals work together in a way that makes a dysfunctional sort of sense that’s hard to describe precisely. It’s certainly a suspenseful build, both musically and visually.
“This song is definitely one of my favorite summer records I’ve ever done so that’s the choice to get a visual to the record was pretty easy, along with the distribution deal we got on the record,” Amar Fresh concluded.
Listen to Amar Fresh on iTunes and Spotify.
Watch the full video below.