“Focusing on patterns and repeated moments, the video poses the question, can the cycle be broken, is it time for change?”
Back in November 2018 Bobby Basil released ‘She Don’t Know the Cost’, the first taste of his widely-regarded debut full-length project, ‘Isaac Nelson’. The track was a diversion from previous work, ditching grit and aggression for soaring auto-tune, airy trap and a subversion of hip hop tropes.
Over 12 songs he explores different facets of love and life, and if the video for ‘Make Up‘ was a middle finger to traditional perceptions of masculinity, then these visuals for ‘She Don’t Know The Cost’ further explores this, with one of the most poignant images being Bobby wearing a crop top in the middle of a football stadium. It’s a juxtaposing image that flips expectations of what it means to be male.
According to a press release, the concept of the visuals is to show the progress of Bobby as a person and artist, that he has “been through partying, womanising but now stands out from these situations”, moving passed them with a fresh perspective.
“This video hopes to give a dose of adrenaline to the high-octane production while continuing Isaac’s challenging of modern masculinity, edging people out of their comfort zones with style. Isaac’s lyrics describe the girl who doesn’t know the cost, who hasn’t had the experiences he has had. Her life and perspective contrasts the cycle of morning afters and night befores, which seem to be taking their toll on him. Focusing on patterns and repeated moments, the video poses the question, can the cycle be broken, is it time for change?”
Watch the video, directed and edited by Seán Maher, below, with production by Shortcut and MY FAULT.
Check out Episode 2 of our New Voices podcast below where Aaron Toohey welcomes Bobby Basil and close collaborator Adam Shanahan into the studio.