Leading Maltese artist Ira Losco recently released the music video for her latest single, The Way it’s Meant to Be; the fourth single to be lifted off her 2013 album, The Fire.
The new single portrays a different sound to that of the previous three, underlining the versatility that is a defining quality of the singer’s latest album. The choice of the new single was carried out in a rather innovative way, namely that of letting her fans vote for their favourite song from a choice of three potential singles via an app posted on the official fan page.
The new video was filmed in the UK last month. The singer said she didn’t want to play any characters in the video or to give any twists to a scripted story, so she went for something simple and moody instead. The video is set in a Manchester warehouse which usually serves as the recording room for British band Elbow. Directed by British production company Video Ink, the video revolves around a main scene with Losco performing the song sitting at an upright piano.
Two dancers balance the static shots with their choreographed movements, the end result projecting an elegant albeit somewhat poignant ambiance to the video.
Further to winning the Best Song Award for The Person I Am at the 2013 Bay Music Awards, Losco also won three awards at this year’s Malta Music Awards, namely Best Album, Best Music Video and Best Solo Artist; a considerable feat given The Fire was released nearly a year ago. Then again, the album did occupy the top position on the iTunes Malta album chart for a record 11 consecutive weeks, and still hasn’t dropped out of the Top 10.
www.iralosco.com