Following the release of his latest single, “Lowlife,” YUNGBLUD has dropped an official music video. The video made its broadcast premiere on MTV Live, MTVU and billboards across the country, paying homage to the artist’s childhood in the iconic Camden Town, London.
The video is all about taking over the town and reclaiming a place that holds significance in his memory. YUNGBLUD spends the entire day with a younger version of himself, adorning the same emo attire and spunky attitude. From strutting down streets to partying with strangers, the two just let out.
From the beginning, Camden was predetermined as a filming location. The area of the London borough played a large part in YUNGBLUD’s upbringing, and the song makes references to the struggles he faced at the time.
I wanted to make something that looked Emo shameless or St Trinians on Acid…I knew it had it be shot in Camden Town and I wanted to be walking side by side with my younger self, guiding him through a f*cked-up world based on real memories and people I have encountered in my life.
There is a sense of honesty, confronting his past traumas. The singer keeps it candid, calling out the judgments and misconceptions of others. However, YUNGBLUD tries to share a message that is more hopeful: “Life doesn’t have to be so deep…there’s beauty in the chaos and there’s opportunity in disaster”.
The lyrics discuss the misperceptions of others, balancing both criticism and reclamation. YUNGBLUD is aware of what people think and say, and while he found it discouraging when he was younger, he now chooses to not care. This act of brushing aside hurtful comments is actually empowering, a lesson he has learned and will pass on.
You know I get embarrassed most of the days
When I’m walking ’round Camden with a smirk on my face
Put my hand in my pocket to find some change
Buy a bottle of gin to get the memories erased