Premiere: ALPHAMAMA's new video for latest single 3x11 is a vibrant lesson in self-care

Premiere: ALPHAMAMA's new video for latest single 3x11 is a vibrant lesson in self-care

The track itself takes the music industry to task for its rampant ageism.

ALPHAMAMA is one of the Australian music industry's engaging voices, constantly using her platform to inspire others with the importance of self-love and self-care, and just generally navigate the occasional shitstorm that is living on this planet earth. These messages of course often translate into her music, and new single 3x11 is no different. "Essentially it's a bit of a f*#* you to the ageism of the music industry... Because when you're in your 30s and you haven't reached a level of success that you want, it can feel like you've missed your chance. It can make you feel like a flop or a failure and I really didn't and don't want to subscribe to that mentality. I had to dig deep into my own personal psychology and internal world to find out what success meant for me. Who I was and how I was going to walk my own path as a creative, as a truth speaker, as a mother and a healer. Not trying to conform to external opinions and rules and strategies."

The bouncy slice of nu-soul also comes with a typically vibrant video clip, with ALPHAMAMA taking centre stage as her own carer, sharing some of the tools she employs to work through self-doubt and the various that simply coming with being a human being. The single itself is a teaser from her upcoming EP Oil And Water due in November, and if it's anything to go by we're in for another powerful collection of music.

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