Yesterday saw the release of MONARK’s second music video for their latest single, BUILD IT UP. MONARK exploded onto the South African music scene earlier this year with their first single, Smiling, which peaked at nr. 3 on the 5FM Top 40 Chart. BUILD IT UP is currently climbing this chart, as well as several other charts on national radio stations countrywide. It is currently sitting at nr. 35 on the 5FM Top 40, nr. 7 on JacarandaFM’s Kia Top 20, and nr. 34 on KFM/Highveld’s Kia Take 40.
“Love is the strangest feeling, oh you wont get enough. But it won’t last forever till its gotten pretty rough. Fear is a crazy feeling, oh it will drag you down. But it won’t last forever though its gotten pretty tough.”
The music video for BUILD IT UP – a Bouwer Bosch Films and Brett de Vos Production – features a series of scenes and events in a couple’s relationship which demonstrate an important aspect of all relationships: That your choices can either push people away, or bring them closer together – the latter being much more profound.
The video features a storyline and performance element and was shot in Johannesburg at two separate venues. The first was the shooting of scenes for the storyline in an apartment building in the Madibeng Precinct in JHB central. Then the team headed to a place called Design District for the shooting of the band’s performance.
MONARK’s main aim with their music videos, is to highlight the emotional value of their songs and the mood of their lyrics. Thus, the video for BUILD IT UP is another angle on the same philosophy they followed for Smiling: They would like to leave viewers with an emotional attachment to the song after viewing the video.
“Anyone can identify with the song, since it is not only about the ups or downs of relationships; it’s about the whole process. It is not only about specific relationships, it’s about each and every one of us since we are all connected. The song encourages people to start making choices that speak of the fact that unity is always possible. All we need is a little bit of ourselves.”
MONARK was also nominated for a MK 2014 Award for BEST NEWCOMER for their first single, SMILING.
Be sure to vote for MONARK for the 2014 MKA here: http://tinyurl.com/pucklkk
Build It Up and Smiling are available for purchase on iTunes here: http://goo.gl/36hjSd