Vevo, the world’s leading music video network, today released Koffee’s third and final performance in its LIFT series, “Runaway,” from his new album Gifted released March 25. Koffee previously released Vevo LIFT performances of “Where I’m From” and “Run Away.”
Vevo’s LIFT program connects today’s emerging and most relevant artists with audiences around the world through music video content. Launched in 2011, Vevo’s Artist Development Program spotlights the world’s newest new talent. Vevo LIFT alumni include Jorja Smith, Anne-Marie, James Bay, Lewis Capaldi, YUNGBLUD and more. Koffee began working with Vevo in 2019 as a Vevo DSCVR artist, releasing performances of “Toast” and “Raggamuffin”.
“We are excited to continue the 2022 LIFT program with Koffee,” said Claudia de Wolff, Vice President, C&P, EU. “Her ambition, positivity and creative energy are unparalleled, all incredibly valuable qualities in such a collaborative project. We were thrilled to have the opportunity to work with her and help her spread such a positive and uplifting message. to his fans, and I hope everyone enjoys this beautiful content.”
Vevo and Koffee have worked closely together to draw inspiration from Caribbean visuals and aesthetics using projection, light and scenography in a neutral yet elegant venue. Filmed in a central London townhouse, the capture was designed to showcase Koffee’s energy and positivity surrounded by her band and gospel choir. The films aimed to play with the audience’s sense of space, proving that the West Indies is not necessarily tied to a geographical location but to a vibe, feeling and power present in the minds of its people.
Positivity shines in Koffee’s music and manifests in his success. Her 2019 debut EP Rapture took the sounds of New Jamaica and showcased them to the world, culminating in Koffee becoming both the first female and youngest artist to win Best Reggae Album at the GRAMMYs.
A true breakout star, Koffee has collaborated with J Hus, Gunna, Protoje and Daniel Ceasar, recently took the stage with WizKid in front of 20,000 people at London’s legendary O2 venue, led global campaigns for Nike Air Jordan and Clarks and performed the title track from this year’s acclaimed film The Harder They Fall to a stacked soundtrack featuring Jay-Z, Jadakiss, Barrington Levy, Cee Lo Green, Backroad Gee and Lauryn Hill.
Watch the performances here: