Round and Round we go with RIDI

“Little girl, little girl you’re looking so down. Did someone take your crown? Was the pain enough to make you want to drown?”

Very few people go on to break the million -let alone TWO- mark on their debut music video on Youtube, but every once in a while you get to find someone who's got that special X factor well developed and everyone's ears seem to notice it at the same time. Today we got one such talent to share with you.

Interesting, surprising, unique, and colorful. When rising Swiss-based pop sensation RIDI set out to match the music video to her new single "Merry Go Round", she chose to incorporate recognizable elements of her Indian heritage in rather hypnotic short segments that use some simple colored backgrounds to heighten the visual impact of RIDI's outfits.

I cannot even begin to infer all the subtleties and exact details of RIDI's cultural heritage, but I don't think leaning on them for this music video was at all whimsical and coincidental, but a deliberate stylistic choice to suit the themes that the lyrics convey.

While enormous in both size, cultural, and religious diversity, to be reminded of India is to be reminded of Hinduism, a religion in which reincarnation and a general cyclical worldview are prevalent if not intrinsic. This 'cyclicality' is exactly what "Merry Go Round" is about, if not from a metaphysical standpoint, then certainly from a literal observation of the many cycles that we go through in life In essence, meaning that even though we find ourselves changing at different points, and things we thought we had put behind us might come back in some way or another to teach us one more lesson before all is said and done.

"Sometimes we can’t seem to get away from the past, no matter how much life progresses, the same old feelings always remain. We are always dealing with rumours, gossip,p, and judgment… it feels as though life has become a merry go round of the same thing! Exploring these feeling led to the creation of my new single Merry Go Round" -RIDI

RIDI didn't do it on her lonesome this time, as she brought along British-Indian producer Diamond Duggal (Shania Twain, Pras Michel, Apache Indian) as well as German DJ and producer Mousse T to work on the finer points of the track. Mousse T is well remembered for his collab with the Legendary Tom Jones on his 1999 hit single 'Sexbomb'.

Outside of music, RIDI is pursuing higher education in engineering. She also leads her own Anti-bullying activist foundation called "StopTheB". Several celebrities, including international Football-Soccer player Ronaldinho, have rapidly backed RIDI's organization.

MEET THE AUTHOR

Samuel Aponte is Venezuelan-born raised and based. 

I joined Rival Magazine after a few years of doing PR work for independent musicians of all stripes; understanding their struggles to be heard in a sea of constant  ADHD noise and paywalled access to platforms, I now bring a willingness to always appreciate and encourage the effort and creativity that artists put into their work . Can also find some of my writings on LADYGUNN and We Found New Music.