Priya Ragu takes it easy in new promo

PRETTYBIRD’s Jade Ang Jackman has directed the music video for Priya Ragu’s new single Easy.

Priya Ragu emerged as an instant one-to-watch with her critically adored damnshestamil mixtape, while her reputation continued to flourish with Radio 1 support for the follow-up tracks Iluminous and Adalam Va! as well as a show-stealing debut TV performance on Later… with Jools Holland. Now Ragu returns in a big way as she shares the new single and Radio 1’s Hottest Record, Easy, her first new track of 2023.

A taster of more music to come, Easy introduces a laser-sharp pop focus into Ragu’s ‘Raguwavy’ genre, a mash-up of alternative R&B, punchy electro-pop and sun-kissed summer vibes, all flavoured with sonic touches inspired by her Tamil heritage. While the alluring Easy is so instantly addictive and possibly Ragu's biggest pop moment to date, it still highlights her inimitable blend of international influences; and a voice that excels at both soaring, soulful highs and staccato half-sung, half-rapped rhymes. In short, Easy sees Ragu. raising her game with engaging, steadfast confidence.

Priya Ragu – Easy

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Production Company PRETTYBIRD/UK
Director Jade Ang Jackman

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Credits

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Production Company PRETTYBIRD/UK
Director Jade Ang Jackman
Producer Troy Smith
Executive Producer Juliette Larthe
Head of Production Fiona Bamford-Phillips
Head of Music Videos & Special Projects / Producer Chris Murdoch
DP Kai Blamey Nguyen
Editor Rob McGuire

Colorist Jon Dobson

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Priya Ragu says: “We tend to make things way too complicated. We don't want to move too quickly, we don't want to say it too fast - we expect the other to make the first step, we dance between expectation, ego and fear of rejection. I’m describing a moment where one is giving the green light but nothing is moving at all.”

As with the vast majority of her growing catalogue, Ragu wrote Easy alongside her brother and the track’s producer Japhna Gold. The energising, anything-is-possible vibe of Easy is given a spirited twist in the accompanying visual. Ragu’s magnetic performance is the focal point of a story which leads to a summer-inthe-city ride in a classic BMW.

The video was directed by Jade Ang Jackman at PRETTYBIRD, whose passion for exploring unique stories told through movement and piercing visuals has seen her previous work focus on the visually impaired Paralympic bronze medal winning cross-country skier Carina Edlinger, as well as the traditional Chinese choreography that featured in 4AD artist Lucinda Chau’s video for Echo.

Of the video, Ragu says: “Jade has translated the song beautifully into these playful, easy, and carefree visuals. You can really see how we all connected on set and how much fun we had.”