Elvis Blue, our bright star Idols-winner has released his new album Journey with the single Lifeline, accompanied with a beautiful music video directed by renowned SA beauty and fashion photographer, Jesse-Leigh Elford.

The music video for the new single was shot on stunning location in Grabouw with Silver Lining Pictures’ supportive production team. Under the guidance of director Jesse-Leigh Elford and the extraordinary performance of Elvis Blue, the DOP, Grant Appleton, and Steadicam Operator, Michael Carstensen, captured the most ravishing and enchanting imagery with a combination of breathtaking landscape and passionate performance that make up an unique music video for what is anticipated to be one of South Africa’s most celebrated hits of the year. The excellent camera work compliments the natural performance of the artist and the amazing backdrop.

Jesse-Leigh Elford presents his astonishing talent in this production, proving that simplicity can brilliantly illustrate the intense and heartfelt undertone of Elvis Blue’s song Lifeline. The video is shot in a single take that communicates the artist’s compassion and life experiences, which speaks to an audience through unforgettable visuals and melodies, while suggesting hope and faith. Elford’s interpretation perfectly supports the genuine tones and meaning of the song, embracing the rough weather and scenery of the location that add to the significance and feeling. The aesthetic decision to release the music video in black and white attach a timelessness to the song that can be perceived in the characteristics of the song and the artist’s kind personality that reaches his audience.

Executive Producer Renier Ridgeway, who aspires to always recommend the right director for the right job, says “Understanding Jesse’s production background and his fanatical love for cinema is essential to understanding his creative process: every logistical solution is explored alongside any creative impulse; significant time and energy is spent in preparation, hand-picking the right team as he considers each individual’s input crucial; he is militant about the details – from initiation to completion”.

With this music video for Elvis Blue as his debut as a director, Elford offers a promising glimpse of the impressive directing work that is still to come.