PHFAT has emerged from a pandemic-induced hiatus to release his brand-new single and music video for “Whatever You Like”

 
“PHFAT – Whatever You Like” is out now across all digital platforms
http://hyperurl.co/mvsj
PICTURED: PHFAT music video still from “Whatever You Like”

PHFAT, enfant terrible of South African electronic rap and stalwart in the local industry, has emerged from a pandemic-induced hiatus to release “Whatever You Like”, the latest track in a series of anthological and in some cases autobiographical releases about love and human relationships.
 
The track also marks a collaborative first between PHFAT and friend and director Paul Ward (A commercial director who has worked on campaigns for Puma and Sanlam). Paul conceptualized and directed the song’s music video.
 
Watch the music video for “Whatever You Like” here:
 
Looming, hopeful and darkly serenading, Whatever You Like is a rumination on the totality of falling in love, and its oscillations between bliss and apprehension, that feeling of “oh dear, this might be inconvenient at some point.”
 
PHFAT (real name Mike Zietsman), laments on the track and it’s concept, “I’ve found love at this stage of my life to land with a more complex set of emotions than some of the idealization that characterized love in my early twenties. Love also arrives with a set of responsibilities, with sacrifice and compromise, with the possibility of devastating rejection and pain. Responsibly falling in love really does take a certain type of courage when the stakes are higher. I think the content and tone of the track manages to capture a lot of that, and I’m quite proud of it.”
 
The song was written and produced by Zietsman and composer Greg Abrahams (the Sound Foundry), at the beginning of this year. The duo expects to release a series of tracks together throughout 2021. Of the track and his time away from the stage, Zietsman says “creating in isolation was incredibly difficult for me, and has largely been an act of discipline while keeping some type of lockdown-induced OCD under control, and feeling like an underwatered houseplant. I’ve had to completely rethink how I write songs.”
 
Of the music video, which comes to life with a strong collaboration between 21-year-old creative Hana Jayne Sho, Ward says: “With this film, I wanted to take the viewer on an abstract journey through the rollercoaster of emotions of love. The dark, beautiful honest reality of love. I didn’t want to tell the viewer how to feel, to leave it open for interpretation. Everybody has their own personal emotions that resonate around love, and with this highly-visual film, we didn’t want the viewer to think. We wanted them to feel.”

 

[Cover art for “Whatever You Like” single]  
“PHFAT – Whatever You Like” is out now across all digital platforms: http://hyperurl.co/mvsjex
 
PHFAT Links:
Website
Facebook
Twitter
Instagram
YouTube
 
 
About PHFAT:
Rapper, producer and long-suffering enfant terrible of the South African music industry, PHFAT has held the attention of audiences in SA for almost a decade with his versatile discography and consistent touring schedule at home and abroad. He has never won any awards.
 
About Paul Ward:
Paul first made a name for himself as a documentary photographer, capturing niche sub-cultures within the south African youth landscape. It is with this keen observational eye that Paul is able to seamlessly and honestly transform his documentary aesthetic into a commercial frame.
Paul Ward Portfolio: https://vimeo.com/paulward
 
Video Credits:
Written & Directed By Paul Ward
Producer : Hana Jayne Sho
Dop : Deon Van Zyl
Additional Camera : Paul Ward & Hana Jayne Sho 
Editor : Xander Van Der
Colourist : Nic Apostoli
Post : Strangelove Studios
Title Design : Daniel Ting Chong

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