To extend Destination NSW’s Feel New brand proposition, rising music star Azure Ryder has released the official new music video for her single ‘Feeling Good’.
Singer-songwriter Azure Ryder has raised the bar for music talent globally, becoming the first artist in the world to release a music video filmed atop a globally renowned icon, the Sydney Harbour Bridge.
The music video forms part of a second phase of the NSW Government’s state tourism marketing campaign which sees the state reposition itself under its Feel New moniker.
The song, released in December is a mesmerising rendition of Nina Simone’s 1965 hit, Feeling Good, and the single release now becomes further accelerated with an official music video.
Minister for Enterprise, Investment and Trade, Minister for Tourism and Sport and Minister for Western Sydney Stuart Ayres said: “I am delighted with the music video for the soundtrack behind our Feel New campaign.
“It captures all the things I love about our state. From the vibrant energy of Sydney to the welcoming relaxation of our regions, NSW offers remarkable destinations and experiences that re-energise visitors like nowhere else.
“We are incredibly blessed in NSW to have some of the most spectacular filming backdrops in the world and to have one of our brightest talents in Azure Ryder pay tribute to her home city and state this way highlights what incredible places Sydney and NSW are to live and visit,” Mr Ayres said.
Shot in a dramatic and emotive style, the clip takes viewers on Azure’s personal journey of discovery; from the Blue Mountains to the city of Sydney. Beginning deep within the Blue Mountains, Azure is energised by the awe-inspiring natural beauty of the Megalong Valley and Lincoln’s Rock as well as the nighttime energy of Mary’s Underground in The Rocks.
Then against the striking backdrops of Sydney Harbour and the Sydney CBD skyline, Azure brings her incredible adventure to a climax alongside the magnificent, curved steel arches of the Sydney Harbour Bridge.
General Manager of BRING, Adam Ireland said: “Azure Ryder perfectly captures the spirit of Nina Simone’s timeless song and working with Destination NSW on this campaign showcasing the diversity within NSW was a gift. In collaboration with the artist and Destination NSW, the iconic Sydney Harbour Bridge played a critical role offering the ultimate stage to create a breathtaking official music video.
“The music video and supporting song play a strategic channel for the brand’s visitor economy which BRING and Universal Music Australia will support from launch.”
Singer-songwriter Azure Ryder said: “This experience that you will see through my music video is one that I grew up my entire life believing in. The importance of what our surroundings can teach us, show us how to feel, and ultimately teach us how to be human.
“The soul that Nina embodies and speaks of in Feeling Good is the soul that is all around us if we just step out, open our eyes and look up to the beauty and the story written along mountain tops and city pavements. I am grateful to have been a part of telling this narrative alongside the most incredibly talented humans that lifted me to the literal heights of my dreams.
“We know how to exist but along the way, I think we have forgotten how to live, so to share this journey with you around the special places I grew up in NSW was really important to me.
“I hope it encourages people in realising that to feel alive starts with you and the step forward you decide to take, living is right outside your front door and I think we are so lucky to have such magic in the land on our doorstep.”
To complement the NSW landscapes, BRING secured some of the most exciting NSW fashion stylists, Paula Joye and Cheryl Tan, who created a contemporary, ethereal look for Azure, which also drew inspiration from one of her musical inspirations, Stevie Nicks.
The music video was filmed in collaboration with Milkmoney and is available to view now
Credits:
DESTINATION NSW
General Manager Consumer Marketing: Kathryn Illy
Director, Brand Strategy and Customer Experience: Bohdi Lewis
Director, PR & Visting Media: Kristy Meudell
BRING
Adam Ireland, General Manager
Brooke Pilton; Music Partnerships Director
James Griffiths, Executive Creative Director
James ‘Wilko’ Wilkinson, Creative
MILKMONEY
Production: Milkmoney
Head of Creative: Ethan McLean
Head of Production: Carrie Williams
Director: Matt Dempsey
DOP: Matty Ower
Additional Filming: Mitch Ayers
Editor: Jamie Rusiti
Producer: Rachel Sheridan
Production Manager: Emma Woodward
