USA Born Avi Mack broke onto the scene with his first single entitled ‘Hold On’, and was followed by the hit single ‘Caught Up’, which was heard charting on radio stations country-wide. The Durban based film maker and director, spent many years behind the scenesproducing songs for other artists, and is now the front man of his own destiny.
“Whenever I write, I essentially discover a part of myself I never really knew about.” says Avi
The 30 year old chart-topping, singer and song-writer has worked with the likes of local artists Josh Wantie, Gangs of Ballet, and is currently co-producing his upcoming EP ‘Maybe Never’ with the popular Easy Freak duo. Avi Mack has meticulously refined his craft to encapsulate his unique sound.
"I think in a lot of ways, this track was more a labour of love and discovery, rather than it being one point of inspiration. As the track changed and grew, so did I. I started writing with a certain situation in mind, and as that situation changed and grew, so did the song. I'm always trying to get down the simplest point in a song, trying to figure out what I'm trying to say in once sentence. And so, discovering the chorus was also discovering what I had been looking for all this time. “ - says Avi
His current release was produced by Easy Freak and Avi Mack, and mixed by Grammy Nominated mixing engineer Beau Vallis, ‘Little Love’ is a crossover of pop and retro-synth RnB. While it plays larger to fit the pop format, it does lend itself to an alternative feel, while the lyrical content evokes emotion and depth. Without distracting from the the melodic hooks, the vocals add a catchy melancholy which is tightly pulled together by the 90’s RnB beat.“It was such a fun process working with Avi, not only because is he our homie, but because he is a super talented musician and song-writer” - Easy Freak
The 1975, LANY and The Band Camino had a love child, and they called it ‘Little Love’.
‘Little Love’ is available on all music download and streaming platforms from the 2nd of August.
3 days after the release of 'Little Love', Avi received a personalised video from Ne-Yo himself, congratulating him on the release and encourages people to Gove the track a listen. It has also received national and international recognition with playlist features on Apple Music, Spotify and Deezer .
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