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Shye Premieres Eye-Opening Video For “Corduroy” on NME Asia From Her Mini-Album ‘hello TRINITY’

Singapore-based electro-pop singer-songwriter and producer Shye has released the video for her track “CORDUROY”, taken from her highly-anticipated mini-album ‘hello TRINITY’, out last year. The video premiered yesterday on NME Asia, following her recent win at the Bandlab NME Awards 2022 for Best New Artist (Asia) and her nomination for Best New Act In The World. Fans can catch the premiere for “CORDUROY” here and listen to ‘hello TRINITY’ here.

Deviating from her usual DIY-style visuals, “CORDUROY” shows the world of Shye from a different perspective. “The basis of the concept of the music video is about a young girl who visits the optometrist and finds herself transformed. The director Jun Xiang told me that his goal was to visually suggest the malleability of my image in a polished music video through the wraparound concept of an eye exam. It was equally as important to him that the music video captures the varying tones and shifts of the song and helps bring a little mystery to it.”

“For me, the takeaway from the video is that we are always looking for answers. But sometimes all we need is to get our eyes checked, to get a new pair of glasses to help us see things clearly again.”

“The director behind the music video, Jun Xiang, was someone that I worked with very recently. He directed the music video for Singapore’s National Day Parade 2021 which I was part of, and that’s how I got to know him,” Shye explains. “I sent him the track and told him he had complete creative freedom. He is actually more of a film-maker than a music video director, so it was so cool to have a different perspective on this.”

The 19-year-old released ‘hello TRINITY’ to mark her last year as a teen, a milestone in her career as an artist considering that she started performing and releasing music as Shye at the tender age of 16. “‘hello TRINITY’ tracks the internal unfolding of my ruminating thoughts of last year, to emotional processing, and finally the calm after the storm.”

She elaborates, “When I look back, I want this body of work to reflect that specific time in my life and to always remember that it wasn’t a lost youth. The road to self discovery and empowerment was paved with bumps and lessons learnt were hard pills to swallow, but they were necessary. Breaking that cycle was me, saving myself.”

The singles from the mini-album have swept streaming platforms in Asia, landing on Spotify’s coveted New Music Friday playlists across 8 countries in Asia, .ORG, Indie Shuffle, Pop Rising, Workspace and Jasmine playlists as well as the cover spots for Spotify’s Rising 65 and Women Of Singapore playlists. She was also added to KKBOX’s 西洋速爆新歌 (New International Music) and Apple Music’s New Music Daily playlists. Her singles have also been added to radio stations across Southeast Asia on stations including 98.7FM (SG), Jam 88.3 (PH), 98.6 Elfara FM (ID), and Radio EBS (ID).

In December 2021, Shye was featured on a billboard in New York City’s iconic Time Square as part of Spotify’s EQUAL campaign. She looks forward to releasing more music this year – fans can look out for a new single in February, a song dedicated to her listeners who have been with her since the beginning of her music journey with her win at Vans Musicians Wanted, and those who have since come on board.

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