Video of the artist partnership directed by the singer and criticizing the cult of celebrities
electronic pop
Anitta and Alok released the long-awaited music video for “Looking for Love” this Monday (11/18), a single that had been shelved for seven years. After much waiting, the singer also performed the song last Sunday (11/17) at the Rock the Mountain festival in Rio de Janeiro.
The bilingual song, sung in English and Spanish, brings a fusion of electronic pop with the Latin influences that have boosted both artists’ global careers. The lyrics describe the relentless search for deep connections and new sensations, while the clip critically analyzes the unbridled quest for validation of streaming numbers and celebrity worship.
Acting and direction
In an interview with the press before the release, Alok said that he has a small role in the video directed by Anitta. The DJ, in fact, confessed that he did not “practically” know the singer’s cinematic skills before taking part in the recordings of “Looking for Love”.
“The director of the clip was Anitta. Now I discovered that she actually directs (laughs). I’ve never had anything to do with music videos, I don’t participate much. The idea was changed depending on what Anitta was directing on the day of filming. That day I was an actor, and not much because I don’t act very well”, he summed up.
Poderosa, in turn, explained that he tried to bring the technological aspect present in Alok’s works to describe the history of music, which also explores a superficiality in the world of music in the face of the race for digital relevance. He also said that, initially, there wouldn’t be a clip.
“My idea was to bring the technology that Alok always brings into his work and the interest of the audience, which is behind the scenes. I wanted to show the audience’s addiction to love and what it feels like behind all this. As if to show : “Okay, outside I’m loved, followed. But inside it’s a mess, it’s not normal to feel the need for so many people to photograph you, film you”, commented Anitta.
“We wouldn’t have done it [um produto audiovisual]not only because Alok doesn’t make music videos, but because nowadays the public no longer appreciates him as much as they used to. Before, a lot was spent and people watched it and broadcast it on television. I still like it, it’s my favorite part. But the challenge is how to make an economical clip that doesn’t lose creativity and sends an interesting message,” concluded the singer.
Long awaited partnership
“Looking for Love” was born from a musical partnership between Anitta and Alok shelved since 2017. The idea was revived after years with a new guise and in a moment of international consecration for the artists, who were nominated at the 25th Latin Nonna . They say they had difficulty reconciling schedules before resuming the project.
In recent days, Brazilian artists have even published a series of provocative messages indicating competition for their works in the main hit parades. Internet users were intrigued by the movement and wondered whether it was a pre-bailout strategy or a behind-the-scenes discussion. In the end it was all marketing.
Watch the music video below.
Source: Terra

Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.