Congolese rapper Youssoupha returns after more than three years with the first single from his next album Polaroid Experience, and compelling, technically impressive video directed by James F Coton.

The French-speaking track has been described as a declaration of love – for family, friends and is audience. A phrase he repeats throughout the piece is: "All the people of my audience are also of my family." 

Coton brings Youssoupha's family - aunts, cousins, nieces and son Malik – into the video, while playing with some of the conventions of the medium. Youssoupha appears several times in the opening tracking shot, and then Coton shows us the motion control rig. A very assured piece of direction that puts across the passion and charisma of the artist in an interesting way.