Premiere: The Aviv Projekt Turns Hitman in Action-Packed ‘Keep on Dancing’ Video
Goa-based Aviv Pereira, previously known for his work as guitarist in Mumbai rock band Split, is working on his debut solo album
Goa-based singer-songwriter and producer Aviv Pereira aka The Aviv Projekt.
Mumbai-raised, Goa-based singer-songwriter and producer Aviv Pereira aka The Aviv Projekt goes on a remorseless rampage in his music video for “Keep on Dancing,” his first official release on streaming and part of his upcoming album.
With the story helmed by fellow rocker and filmmaker Nitish Pires, we see Pereira – from Mumbai rock band Split – a channel a cold-blooded killer amid gangsters and errant enemies in “Keep on Dancing.” Over a driving rock riff, Pereira offers a cool and composed vocal take. Written about eight years ago, Pereira says he began performing it live to gauge people’s reactions. “The song has evolved to a point where it felt right to record and release formally,” he adds.
Pereira brought in his favorite musicians from the Goa scene to play on “Keep on Dancing,” including bassist Darin DeGama and keyboardist Sameer Alvares to record at his home-run El Isa Studios earlier this year. The track was mixed by Siddharth Barooa from Guwahati rockers Lucid Recess. Building up to his first official song on streaming and music video, Pereira says it makes him a “little anxious” but he’s also very thrilled to share the music with the world. “I chose it as my first single to release from my album cause I believe the words beat represent me as an artist… it represents how I live my life… taking chances and constantly operating with the clear idea that this is all temporary… when this life runs out we’re gonna head for the stars,” he adds, quoting the song lyrics.
With the music video, there’s a cinematic, action-star vibe for Pereira and his cast. It was made on a “crazy schedule” in North Goa. The artist says about working with Pires, “He conceptualized the video within the first listen of the song! I sent it to him, five minutes later he calls back saying, “Bhai this song is gangster! Let’s not do a typical video with people dancing around while you play guitar… Tu isme hero banega. Sub ko mardalega madar@₹”#. (You’ll be the hero in this story, who kills everyone). Action video hoga and it’s gonna be killer.”
It helps that Pires and Pereira’s idea for a high-stakes music video was made in collaboration with a brand on board, a locally brewed Sataari Feni. The artist adds, “My favorite part of playing the hitman was wearing my tux and looking all serious. I am a very smiley nonviolent guy in real life and I get to be gangster for three-and-a-half mins of my life forever!”
Up next, there are likely to be two more singles from The Aviv Projekt’s upcoming album, with the full LP out later this year. “I will start looking at playing live gigs specifically to promote the album after the album drops,” Pereira adds.
Watch the video for “Keep on Dancing” below. Stream the song here.
