PRETTYBIRD Director Jade Ang Jackman Directs Priya Ragu in Music Video for New Single "Easy"

Jul. 04, 2023

PRETTYBIRD's Jade Ang Jackman has directed the music video for Priya Ragu’s new single "Easy". Priya Ragu emerged as an instant one-to-watch with her critically adored ‘damnshestamil’ mixtape, while her reputation continued to flourish with Radio 1 support for the follow-up tracks "Iluminous" and "Adalam Va!" as well as a show-stealing debut TV performance on "Later… with Jools Holland". Now Priya returns in a big way as she shares the new single and Radio 1’s Hottest Record, "EASY" – her first new track of 2023.

A taster of more music to come, "Easy" introduces a laser-sharp pop focus into Priya’s ‘Raguwavy’ genre – a mash-up of alternative R&B, punchy electro-pop and sun-kissed summer vibes, all flavoured with sonic touches inspired by her Tamil heritage. While the alluring "Easy" is so instantly addictive and possibly Priya’s biggest pop moment to date, it still highlights her inimitable blend of international influences; and a voice that excels at both soaring, soulful highs and staccato half-sung, half-rapped rhymes. In short, ‘Easy’ sees Priya raising her game with engaging, steadfast confidence.

Priya Ragu said:

"We tend to make things way too complicated. We don't want to move too quickly, we don't want to say it too fast - we expect the other to make the first step - we dance between expectation, ego and fear of rejection. I’m describing a moment where one is giving the green light but nothing is moving at all."

 

As with the vast majority of her growing catalogue, Priya wrote "Easy" alongside her brother and the track’s producer Japhna Gold. The energising, anything-is-possible vibe of "Easy" is given a spirited twist in the accompanying visual. Priya’s magnetic performance is the focal point of a story which leads to a summer-in-the-city ride in a classic BMW.

The video was directed by Jade Ang Jackman at PRETTYBIRD, whose passion for exploring unique stories and visuals has seen her previous work focus on the visually impaired Paralympic bronze medal winning cross-country skier Carina Edlinger as well as the traditional Chinese choreography that featured in 4AD artist Lucinda Chau’s video for "Echo".

Of the video, Priya said: 

"Jade has translated the song beautifully into these playful, easy, and carefree visuals. You can really see how we all connected on set and how much fun we had."

 

Priya was born in Switzerland after her parents fled the Sri Lankan civil war during the early Eighties. Her teen years were defined by a culture clash: her homelife was informed by the traditions and strict upbringing of her heritage, yet Priya was inspired by the music of Lauryn Hill and Brandy – even if she kept that music out of earshot of her family. But when she finally took the decision to step out of her steady career to dedicate herself to music, her music would be as informed by her roots as it was by modern R&B and pop, taking in elements of Kollywood film scores alongside both Tamil-language elements and traditional South Asian instrumentation.

That mix of influences took on a beguiling wonder as Priya raced to attention with her debut track "Good Love". She was nominated for the BBC Sound Poll and was also heralded with breaking artist accolades from MTV, Amazon Music, Spotify, VEVO and Deezer. She became the joint first artist to feature on music from British production duo Jungle (the other being Bas) who she also toured with, while her growing stature resulted in a sold-out London headline show at the Electric Brixton. The Telegraph's review of the show hailed her “conviction, authenticity and an addictive pop energy.”

Her reputation continued to spread internationally, with highlights including SXSW, headline shows in Los Angeles and New York, plus a wide array of European festivals such as Primavera, Oyafestivalen, Rock en Seine, Electric Picnic and Reeperbahn. Key syncs also contributed to her burgeoning profile, notably the Apple keynote speech ("Adalam Va!"), "Top Boy" (‘Deli’) and Taco Bell ("Illuminous").

Jade Ang Jackman is an award-winning director whose work can be identified by its energetic and vibrant qualities as well as her interest in sport and action. In these realms, she seeks to collaborate with people who’ve traditionally been sidelined from these spaces. She has worked with several Olympic athletes and brands spanning from; UEFA, Channel 4, Gucci, Canon, Audible and more. Most recently, her short film, "Speed of Sound", about Paralympic gold medallist Carina Edlinger, co-produced by Lammas Park, won best sports film in a prize supported by Arcteryx. In her debut narrative project, she worked with Lammas Park on a project supported by Canon to create an action-drama hybrid based on a self-defence group started by Suffragettes. Currently, she is finishing a film for UEFA and Football. Co for the Europa League.