Sampa the Great is releasing her sophomore album As Above, So Below on September 9. We've already heard the single "Lane," which featured Denzel Curry. Today, the poet/rapper shared another single called "Never Forget" that features Chef 187, Tio Nason, and Mwanjé. The new track comes with a stunning video directed by Rharha Nembhard, Imraan Christian, and Furmaan Ahmed (on set director).
"'Never Forget' is an ode to Zamrock music, a genre born in the ’70s combining traditional Zambian music and psychedelic rock," Sampa explained. "I discovered Zamrock later in my life and was surprised that this music was known globally, yet not fully celebrated and acknowledged in Zambia today. It hit home for me as I felt similarities in my own journey, having had my career take off outside my birth country."
Director Rharha Nembhard added some insight to the accompanying visual, explaining it "pays homage to the past, present and future. Acknowledging the ones that have come before, in order for us to be here today." She continued: "When I first heard the song, the notion of time came up so strongly. African time has always been nonlinear and cyclical. The vision for this video was to explore that notion of time, merging past, present and future simultaneously in a harmonious symphony that honors and pays respect to those that have passed the baton and paved the way for the next generation of Zambian artists. Sampa carries the past, present and future of Zambian music. She stands on the shoulders of giants and this is our offering to them."
Watch the video for "Never Forget" below, and pre-order As Above, So Below here.
