ILLY
releases
official video
for
“Then What”
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ARIA Award winning Australian Artist Illy has released the official video for ‘Then What’, out now on Sony Music Entertainment Australia.
The video, which follows Illy through a series of colourful & animated settings, was shot in Illy’s hometown of Melbourne. The video was directed by Ryan Sauer, the mastermind behind Peking Duk’s ‘Wasted’ and also their ARIA nominated video for ‘Reprisal’.
Describing the video, Illy says “The motto for the Then What video was the same as the song: keep it simple, but make simple great. It’s really cool that Ryan Sauer, myself, and everyone involved were able to make that vision a reality. I love how it’s turned out.”
Released in May, ‘Then What’ marked Illy’s first new music in over two years. Reacting to the release of the track, The Music commented “Aussie hip hop favourite Illy dropped off the map for a little following the release of Two Degrees, but it was a calculated move and one that’s paid off big time, as evident with new single Then What.”
The Music Network added “The new track is cut from the same cloth as some of his biggest radio hits, with Illy’s clean and energetic combination of rapping and singing underpinned by production with pop sensibilities.”
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The song was written by Illy and produced by Swedish producer LIAS, as well as Illy’s long-term collaborator and friend, M-Phazes. ‘Then What’ which is as energetic as it is self-reflective, is full of lyrical thrills, infectious melodies and a fierce enthusiasm – all of which come to life in the newly released music video.
Illy’s most recent album TWO DEGREES, was released in November 2016 and debuted at #1 on the ARIA chart. It was nominated for 6 x 2017 ARIA Awards including Best Male Artist and Album Of The Year. The album featured lead single, APRA Award winning, 4 x platinum and 6 x 2016 ARIA nominated hit ‘Papercuts’ feat. Vera Blue, 2 x platinum selling ‘Catch 22’ feat. Anne-Marie and live favourite ‘You Say When’ feat. Marko Penn.
TWO DEGREES saw Illy tour the country three times, performing at 50+ shows across the country – which lead him to win Best Live Act at the 2017 ARIA Awards. As a result, Illy is now a firm festival favourite, having performed at most of the major ones including Splendour In The Grass, Groovin’ The Moo, Falls Festival, Spilt Milk and Sprung, amongst many more. This year Illy returns to the festival circuit, with performances confirmed at Land Of Plenty and Split Milk; tickets are available now.
Illy first emerged onto the hip-hop scene in 2009 and has since amassed an impressive discography, which includes his debut LONG STORY SHORT (2009), sophomore album THE CHASE (2010), BRING IT BACK (2012), CINEMATIC (2013) and TWO DEGREES (2016).
After five albums and with the creative musical melange of TWO DEGREES, Illy’s roots in hip-hop have now spread to all corners of the musical globe to encompass pop, soul, electro and dance. He stands as one of Australia’s most innovative and creative artists, which has led to him working with such diverse artists as Scarlett Stephens from San Cisco, Ahren Stringer from The Amity Affliction, Kira Puru and The Hilltop Hoods.
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