Jakarta-born, LA-based singer-songwriter, and producer NIKI unveils her new single and accompanying video for “Before.” The track is the first single from her forthcoming album “Nicole.”
The reflective record is tinged with nostalgia and sees Niki yearning for a past relationship that has come to an end and grappling with navigating her feelings and how to let go. The reverb-drenched and scaled-back production of the track highlights Niki’s lyrical ability to evoke strong emotions and sentimentality through her music.
“Before” continues to see Niki shine revisiting her singer/songwriter roots through her genuine storytelling as seen on previous singles like “Split” released late last year.
In the accompanying music video, Niki flies across the globe to the United States in an attempt to rekindle a relationship, but something feels amiss. The video is directed by Isaac Ravishankara and stars Indonesian-American actor Peter Adrian Sudarso opposite Niki.
With her Indonesian heritage essential to her story, she feels “a social responsibility representing Asian artists, especially as a role model for girls.” For aspiring Asian and Asian American talents aiming to break cultural norms and overcome music industry under-representation, NIKI proves that the highest dreams are indeed within reach.
