East London's Rudimental scored a #1 single -- and Brit Award nomination -- for last year's "Feel the Love," and their debut album is coming out in February. Though the band's not in it, this video for "Not Giving In" is one of the very few that manages to tell a story while perfectly capturing the feeling and emotion of a song, and the director, Josh Cole, deserves the music-video equivalent of an Academy Award. The clip was shot in Manila and it's based on a true story about a world-champion breakdancer named Mouse -- he appears in the clip as the guy giving lessons to the young b-boy. Rudimental will be playing at Ultra in Miami in March. (Warning: This first minute of this video features a domestic abuse scene, so skip over that part if it's not something you wish to see.)
One more bit of info: The four guys in Rudimental have used various featured vocalists including Angel Haze, John Newman and Alex Clare -- who sings on this track. Alex was also nominated for a Brit Award this year for his hit single, "Too Close," and you can read PAPER's interview with him HERE.
