YASIN - “APPLAUSE”

I told Yasin “If you let me I would love to do your next video”, he just answered “do it”.
I was a bit shocked cause I thought, damn, Swedens biggest rapper just let me do his video like that, I am a newbie and I started to panic.
As soon as the panic feelings started, I knew who I was gonna call, I got Hajan on speed-dial for plenty of my own projects.
MERAKI STHLM is the best in the game and the best part is that they are women, they will get my vision.
They truly got it and I will never forget this.
The whole production both on and off camera was women and I can’t describe how amazing the feeling is when everybody just gets it, all of it.

The most important part for me was that I wanted everybody to relate to the video and these 4 girls no matter who you are.
The song is quite hard but the video is not, the focus is on the sisterhood of these girls.

The word “sisterhood” is huge and there’s a lot in there, everything from love to fights, to stand by each other once again.
To stand by each other is something we’ve learned early when you come from the projects, we got no one else but ourselfs.

I hope that everyone loves the video the way we love it, I’m proud as hell, we truly did it for the art itself.

I’ve been obsessed with musicvideos since MTV so to direct one was a dream and Yasin opened that door for me.
We did that!

Love, Imenella