Shouting out sneakers and stylish stuff aside, we’re all about bigging up the next big thing, which is why ASOS has launched ASOS Supports Talent to help young creatives as they turn their ambitions into real-life projects. Hailing from Deptford, south east London, Elf Kid’s (instagram.com/elfisworld) music has touched upon the reality of life in some of the UK’s most deprived and stigmatised areas. With performances at Glastonbury, Born & Bred and Boiler Room with grime veteran Stormzy and now one of The Guardian’s 50 to watch for in 2017, his star is firmly on the rise.
Elf Kid wanted to film his music video for new single Reload That in Ethiopia, so that’s exactly where ASOS sent him. Surrounded by the rock hewn churches of Lalibela in Addis Ababa, hyenas in Harar and the tribes of the Omo Valley, Elf Kid collaborated with Ethiopian musicians to record music inspired by the growing electronic music scene, mixing traditional sounds with a modern beat.
Check out all eight of the creatives in the ASOS Supports Talent initiative right here…
ASOS Supports Talent is a global initiative from online fashion destination ASOS, providing up-and-coming creative talent with funding, mentoring and support to realise personal passion projects.
Directed by Leonn Ward
Produced by Samona Olanipekun
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