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The mysterious independent singer-songwriter artist Jem has revealed his cinematic debut single and video, Secrets – an hypnotic blend of Middle Eastern percussions accompanied by a gritty, rock-infused guitar. As Jem features an enigmatic narrative within an emotive and deep lyricism, he takes us to a vivid imagery-based world.

“When writing music, I always hark back to a place, a visual, a feeling that reminds me of the warm and embracing state of where I grew up,” he explains. Secrets is a combination of the influence of contemporary Western sounds that Jem explored while living in London, together with his culture and the wisdom that lies within his Middle Eastern roots.

Jem's introspective music, pieced together with the deeply moving and colourful video – directed by the renowed Mu Tunc – offers a spiritual adventure through a raw glimpse into the Middle East's sheer beauty, warmth, and the people's charm. Jem assures he often visualises his songs before writing them: “With this song, the imagery came to me in a dream-like state, and all I did was react musically to how these images made me feel.”

ina Lino

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