James Deacon today premieres the music video for his single, “Not Givin’ Up’ with EUPHORIA.
Speaking about the single James explains, “‘Not Givin’ Up” is all about leaving the safety of a day job or desk job and pursuing my dream regardless of how hard it will be to get where I want to go. Basically life is short and I don’t want to waste my life cooped up in the same environment until I die. It’s a big fuck you to all the bosses I’ve ever had and all the people who held me back or told me I wasn’t good enough.”
It’s not the first time Deacon has had to take his destiny into his own hands. When he was younger, a life-threatening accident severed tendons in his right arm nixing his ability to play the instruments he learned to love (violin at age 4, guitar by way of a chanced-upon Jimi Hendrix Greatest Hits CD at age 10).
Speaking about the video James says, “We shot all around Johannesburg – we really wanted to show off how amazing the city looks at night! It was epic especially because all the extras are some of the most importantpeople in my life. It was an awesome experience and was a lot of fun to shoot.”