His new single "Birthplace" is accompanied by stunning visuals that hope to raise awareness towards plastic killing off the world's oceans.
Novo Amor reveals the underlying message of his new track, "“Birthplace, as a song, represents change, the release of an attachment to something that defines your character. It’s a theme that inadvertently manifested during the making of the record."
Shot in Indonesia (Komodo and Ahmed, Bali), the video was an ambitious project, with the crew having spent around 35 hours underwater.
Directors Sil and Jorik explain the concept further, "We want to make films about stories that matter, especially when those in disadvantage can't speak for themselves. The pollution of our oceans is one of the most important stories of our time. They are under attack by a rapidly growing tumour of plastic waste for which we are responsible. We've been exploring ways to make a video that touches on this topic for a while, and when we heard Ali's music the specific idea came to us almost in a flash.”
Ali Lacey, aka Novo Amor, is also invested and attached to the environmental project, “The presence of plastic waste littering our oceans is not a new issue, but it’s an issue that has been worsening for years and is something that we can and should be addressing. The problem is not only a threat to marine life, but to the entire food chain, our whole ecosystem. When something impacts wildlife in such a profound way, we can expect it to impact upon us. The problems are manifold, the repercussions shocking, but there are ways in which we can raise awareness of such an urgent issue, and counter it."