James The Mormon has scored a direct hit with the release of his new music video which was released on Thursday, 13 April 2017. The video will most definitely resonate with everyone who watches it from start to finish and listens to the lyrics that are being sung.
The video is called “Holiday” and features 21-year-old, American Hip-Hop recording artist, Taylor Bennett. Taylor is from the West Chatham neighborhood of Chicago, Illinois, and is the younger brother of the famous rapper, Chance The Rapper. He is one of 2016-17’s most revenant up and coming rappers and is part of the XXL Freshman Class. Much like his brother, he has developed a unique sound and style of rapping. He has been actively engaged with his community, putting all the proceeds of a sold-out show towards Kids Off The Block, a local nonprofit aimed towards ending violent crime in Chicago. He also contributed to the same cause through his SaveChicago campaign with his brother, hoping to give back and improve the community that he has been a major part of his life.
The music video “Holiday” was filmed on location in Chicago, Illinois. It is James’ First Nation release with a national rapper, and the song is scheduled to premiere on some of the nation’s top Hip-Hop blogs. The takeaway message from the video is that every day of our lives should be celebrated as if it were a holiday. Holiday, as used in this sense, does not refer to focusing on the material things in our lives, but rather focusing on the people and the things that matter most. As part of our life’s celebration, we take the focus off self and celebrate the people in our life, those whom we know and love, and even the strangers we meet on our daily journeys.
About the inspiration behind the creation of “Holiday,” video producer and director, Cameron Gade, commented, “When my grandma was sick, I would go visit her as often as I could. She was confined to a hospital bed in her home. She wasn’t completely coherent, but my family and I always felt like she appreciated the visits. While meeting with my interns, it was suggested that the video show someone doing a random act of kindness. The story evolved into what it is now. A granddaughter who misses spending time with her grandfather, so she takes photos during her day to share with him in the evenings. While she is out, she finds people to lift their spirits and offers a free photo. She then writes a compliment on the photo before giving it to them. For me, the heart of the story lies with the grandfather. We all have family and friends who are important to us. This video and song are about focusing on what is truly important in life – relationships and human connection.”
In James’ words, “The song “Holiday” is meant to share the message that material things will never bring you happiness. The real “Holiday” comes from spending time with those you love and focusing on them.”