Paying homage to the city that’s always looking out for her, Ama Lou commemorates North London in her first new single since last year’s debut EP, DDD, one that shifts between R&B inspired vocal play and electro synths. Together with the 3-song collection is a theatrically pleasing music video that follows the day of a person involved in a crime ring. The lead, being no other than the swagged out songstress. The 13 minute short film was written and directed by her as well whereas the shooting was done by her sister, Mahalia.
Referencing back to “NORTHSIDE,” it’s production can easily be compared to a 90’s feel with a Timberland influence. Ama Lou’s soundscape in “NORTHSIDE” was composed by Frank Dukes and Murda Beats, who doesn’t forget to throw his signature hi-hats into the mix. Besides this, Ama Lou uses a wavering, soft note range to express why it’s taken so long to create another single. As she takes on a new challenge in music, she speaks on how she once felt defeated because of writers block but remained optimistic to keep going.
Along with the fresh sound is a simplistic, all-white visual, which shows a glowing Lou just vibing with her friends. Moving forward, Lou plans on releasing an EP in the wintertime.