So Much (song)
Encyclopedia
"So Much" is a 2010 single by Indo-Canadian
singer Raghav
featuring Canadian hip hop artist Kardinal Offishall
and produced by Labrinth
from Raghav's upcoming third album entitled The Phoenix
. "So Much" was released on the record label Cordova Bay Records and is a Top 40 feature on many Canadian mainstream music stations. and at MuchMusic
pan-Canadian music station. It is also available on iTunes
.
, Illinois and the video was directed by Ken Koller and produced by Koller himself and Jay Chokshi and executive producers Raghav Mathur and Ranadeb Choudhury.
The video starts with Raghav entering the ice cream store with his friend (J Niice of B96 FM Chicago). In most of the video, Raghav is following a feminine love interest (played by model Danielle Fornarelli) as she moves around the shop, or Raghav is singing and dancing with prominence of red and blue lens used in most of the video, or just black and white shots. The song producer Labrinth does his own thing at the background of the Raghav shots. Kardinal Offishal joins in towards the end of the video dueting with Raghav. The final scene shows an ordinary man tasting his own choice order of ice cream.
premiered a remix of "So Much" on his BBC Radio One show on 22 June 2010. The Desi version of the track features bhangra star H-Dhami
who sings an electro-pop Punjabi verse. Another version of the track features Grime
artist Bashy
.
Indo-Canadians
Indo-Canadians are Canadians whose origins trace back to India. The terms East Indian and South Asian are used to distinguish people of ancestral origin from India, from the First Nations peoples of Canada who are often referred to as Indian, and from the people of the Caribbean, who are sometimes...
singer Raghav
Raghav
Raghav Mathur , known professionally as Raghav, is a Canadian singer currently signed to Cordova Bay Records. He is best known for his single "Angel Eyes" which peaked at number 7 in the UK in 2005...
featuring Canadian hip hop artist Kardinal Offishall
Kardinal Offishall
Jason D. Harrow , better known by his stage name Kardinal Offishall , is a Canadian rapper and record producer. He is often credited as Canada's "hip-hop ambassador", and is best known for his distinctive reggae and dancehall-influenced style of hip-hop.-Life and career:Harrow was born in...
and produced by Labrinth
Labrinth
Timothy McKenzie , better known by his stage name Labrinth, is an English singer-songwriter and record producer. McKenzie is signed to Simon Cowell's record label Syco, becoming the first non-talent show signing in six years...
from Raghav's upcoming third album entitled The Phoenix
The Phoenix (Raghav album)
The Phoenix is the upcoming album from Canadian singer Raghav as a follow up to his first two albums Storyteller in 2004 and Identity in 2009...
. "So Much" was released on the record label Cordova Bay Records and is a Top 40 feature on many Canadian mainstream music stations. and at MuchMusic
MuchMusic
MuchMusic is a Canadian English language Category A specialty channel owned by Bell Media. MuchMusic is dedicated to music-related programs, pop and youth culture.-History:...
pan-Canadian music station. It is also available on iTunes
ITunes
iTunes is a media player computer program, used for playing, downloading, and organizing digital music and video files on desktop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad....
.
Music video
The video was shot by Mid C Media at iCream a trendy ice cream shop in ChicagoChicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
, Illinois and the video was directed by Ken Koller and produced by Koller himself and Jay Chokshi and executive producers Raghav Mathur and Ranadeb Choudhury.
The video starts with Raghav entering the ice cream store with his friend (J Niice of B96 FM Chicago). In most of the video, Raghav is following a feminine love interest (played by model Danielle Fornarelli) as she moves around the shop, or Raghav is singing and dancing with prominence of red and blue lens used in most of the video, or just black and white shots. The song producer Labrinth does his own thing at the background of the Raghav shots. Kardinal Offishal joins in towards the end of the video dueting with Raghav. The final scene shows an ordinary man tasting his own choice order of ice cream.
Mix versions
The neoDesi personality DJ NihalDJ Nihal
DJ Nihal is an English radio and TV presenter, as well as club night promoter and DJ, currently broadcasting on BBC Radio 1, BBC Asian Network and since August 6, 2010 BBC Radio 5 Live...
premiered a remix of "So Much" on his BBC Radio One show on 22 June 2010. The Desi version of the track features bhangra star H-Dhami
H-Dhami
Hartinder Dhami better known as H-Dhami is a successful British-Indian bhangra act signed in 2007 to Rishi Rich Productions , a joint partnership between Rishi Rich and entertainment entrepreneur Waleed Jahangir...
who sings an electro-pop Punjabi verse. Another version of the track features Grime
Grime (music)
Grime is a style of music that emerged from Bow, East London, England in the early 2000s, primarily as a development of UK garage, dancehall, and hip hop...
artist Bashy
Bashy
Ashley Thomas , better known by his stage name Bashy, is an English recording artist and actor. He rose to prominence in 2007 after the release of his controversial track "Black Boys".-Early life:...
.
Awards and Nominations
- The song was nominated for "R&B/Soul Recording of the Year" at the Juno Awards of 2011Juno Awards of 2011The Juno Awards of 2011, honours Canadian music industry achievements in the latter part of 2009 and in most of 2010. The awards presented in Toronto, Ontario, Canada during the weekend of 26 and 27 March 2011. A week of related events on 21 March 2011...
.