Grammy-winning Malian singer Oumou Sangaré teams up with South African director and fashion photographer Chris Saunders for the surreal music video for her latest song “Kamelemba.”
The video features members from the Swaggers dance crew, set before a gloomy, futuristic landscape. The director told Nowness that their performance is meant to portray a varied interpretation of afrofuturism and “modern beauty.”
“The video references traditionally masculine performance cultures, like the competition of the Congolese Sapeur, portrayed here by a group of women in a gender-free setting,” said Saunders.
“The direction of the visuals is driven by Oumou’s lyrics, with a group of women who are robust and independent, resultant of generations of mistreatment within a very misogynistic reality. A paradigm can be seen in their attitudes, movements and the general visual style.”