After unveiling his captivating new afrobeat summer single No Frontin’ back in July, Australian-based Nigerian singer, songwriter and musician D Matthews is excited to reveal the lush new music video to accompany the infectious summertime single, as he lays the groundwork for his highly anticipated sophomore EP that will be arriving early next year.
Produced by New Zealand producers Edyonthebeat and Shaan Mehta, along with Ghanaian producer Possigee, No Frontin’ is an entertaining afrobeat offering from D.Matthews, who taps into the spirit of classic afrobeat throughout the song which complements the artist’s contemporary and progressive Afropop creativity well.
Shot on location in New Zealand, and directed by burgeoning Auckland-based filmmaker and photographer Tom Grut, the visuals for No Frontin’ see D.Matthews professing his love for his leading lady (played by British fitness model Robyn Kamira), who, in the end, doesn’t seem convinced by his extravagant declarations of love and affection.
Speaking about how the No Frontin’ music video came together, D.Matthews says:
“I was literally sitting in the lounge room at my residence in Australia and racking my brain for some time, thinking of ‘the right creative’ to bring the video concept I had to life. I sent a message to Tom Grut and based on those early back-and-forth conversations we were having, I just knew deep down that he was the right man for the video. I feel really blessed because he did an amazing job”.
Flying the flag for afrobeat music in Australia and New Zealand over the past few years, D.Matthews was the first artist to bring afrobeat to New Zealand Fashion Week, as well as the first afrobeat artist to perform at one of the country’s biggest festivals, Splore Festival. His music has also garnered critical acclaim and support from Australian and New Zealand tastemakers such as Triple J Unearthed, The Beat Magazine, and Base FM among others, as he continues to spread the gospel of afrobeat music down under.
Watch the video below: