Local artist Sevven has a bag of tricks

Local artist, Sevven, has never stopped achieving perfection in his work.


Today’s musical stars of the future need to be more than just vocally strong. A knack for business, marketing and also individual skills are needed to forge a career in the music industry.

Being an independent artist can be extremely heavy on the pocket, especially when it comes to shooting a good quality music video. Multi-talented, local artist, Sevven (Rici Martins), however, has never stopped achieving perfection in his work.

With the launch of his follow-up single, Fight for Love, a music video was needed, allowing Sevven to flaunt his creative and independent flair.

Read Young, aspiring artist dreams of helping others

“Initially we had a production company that was going to do it, but we had some scheduling challenges. I’ve been learning about film for quite some time, with the aim of one day shooting a music video, myself. Being a firm believer to just go with the flow when it comes to life, I thought this is a great time to dive in all the way. I’m really proud of how this video turned out,” said the artist.

The video depicts the telling story of a blindness we all carry in our lives but are unaware of. We are so comfortable with how things are, even though they could be better. In the video, Sevven opens our eyes to a better world; a light that shines so brightly it infiltrates the hearts of thousands. Similarly, this echoes the lyrics in the song, which suggests the importance of fighting for love.

Sevven explained, “Everything was planned very well before I started shooting so, going in, I knew exactly what I wanted. I spent a lot of time creating test shots with some of the VFX [visual effects] shots so that while filming, I knew how it would work. I ended up spending a week editing the eyes, which was the most intense part of the process.”

Fight for Love is a power ballad which was released through Rada Unearthed, the music division of the non-profit company Rada, whose main purpose is to give artists a platform to showcase their talent.

What are your thoughts on the struggles of achieving success in the South African music market? Tell us on WhatsApp on 079 439 5345.

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