Fabich is the master of moving on. Having had plenty of success in his career, the London-based producer made the jump to his own artist project; from crafting chart toppers for the likes of platinum-selling singer-songwriter Lyfe Jennings and Missy Elliott collaborator, Trina to signing his own music to Island Records.
His new single Hold On features vocals from Glastonbury’s Emerging Talent 2017 Winner, Josh Barry and has been building heavy momentum since its release last month.
For the official video, Fabich has turned to acclaimed music video director Ollie Wolf to help him create a humorous take on the song’s theme. “When we made the record, I didn’t want it to feel like a classic love song,” explains Fabich, “and that’s why I didn’t want to make a classic love song video. My team and I decided to Contact Ollie Wolf who has done some amazing and unique videos.”
Ollie, who has previously directed videos for Nao and Boston Bun adds “I think most people have had relationships that they have struggled to let go of. Well… I know I have! So, I was intrigued to explore a hyperbolic version of that for Hold On. The absurdity of an ex literally not letting go made me laugh. And it was a super simple idea I knew we could have fun with.”
Casting for the video, which involves an over the top peek at a young couple struggling to break their relationship off cleanly, was vital. For this Ollie Wolf turned to Cambridge Footlight alumni, Ed who added a great sense of comic timing and sensibility against the straighter foils of Sharea and Sam.
Together the cast and crew have created a silly summertime look at how not to end a relationship. A look that will leave you wondering “Did I ever have an ex that bad?!” (or, if you didn’t, maybe you were that ex…)