There’s a certain clarity in how O.W.T.O. views creation: no smoke, no mirrors, just the truth of what happens when real musicians hit record. In their chat with us, they open up about the real-life spark behind Don’t Push It and how the visuals expose the tenderness and tension found in everyday love. From translating their funk-soul pulse into something that resonates on screen to teasing This is Amazing—a celebration of simple joys in complicated times—O.W.T.O. remind us why authenticity still matters in an age of filtered everything. They talk collaboration, connection, and how their sound sits somewhere between nostalgia and evolution, all while keeping one eye on the ever-changing pop video landscape. It’s honest, unpretentious, and brimming with humanity—just like their music.
You’re about to unveil the video for Don’t Push It. What creative vision is driving this release, and how do you want the visuals to expand on the story the song tells?
The story behind the music is a reflection of life’s reality. If we are lucky, we have loved ones, but sometimes they can get on our nerves! In the case of the visuals for the song, i) we see a couple going through some issues, ii) we see a guy questioning things, a guy whose head might be turned, iii) we see that we all have ups and downs, and we all have to make choices.
Can you walk us through how you approach translating your sound – which is so rooted in soul, funk, and live energy – into a visual language for your videos?
Videos can be challenging, especially when you consider today’s viewing habits. We want our visuals to represent our sound and our listeners. With that in mind, we don’t try to copy or pretend something is when in reality, it is not. Our listeners know what they hear is what we played in the studio. We then try to realise its potential. For our videos, we try to create images of what life is and what life could be.
With the next music video already in production, what new ideas or directions are you exploring this time that listeners and viewers might not expect from you?
We are excited by the new video production. The track, ‘This is Amazing’, celebrates the good and usually simple things in life. With everything going on in the world, it’s easy to forget, or maybe we don’t get enough reassurance, that life can be amazing. We should all celebrate that potential. The new video explores that. It’s also a reminder, to us as much as anyone, that we must not forget to remember the good things.
Do you see your videos as extensions of the music itself, or as standalone pieces of art that offer another perspective on the track?
The good and bad thing about creating is that it’s often not the creator who gets to decide how their work is perceived. Do the visuals work without the music? We think yes. Does the music work without the visuals? We think yes. Do they expand each other? We think yes. All we can say is we are looking forward to seeing if we are right!
Looking beyond these next two videos, what kinds of concepts or visual experiments are on your wish list for future releases?
Right now, our creative resources are on and in the moment. We don’t try to look too far ahead or put ideas in place that may inadvertently be restrictive. The world of the pop video, its uses and consumption are changing, if they haven’t already. Therefore, today’s ideas may not be tomorrow’s solutions. We embrace the changing landscape. More importantly, we look forward to being one of the views.
As your international presence grows, are you thinking about tailoring your upcoming projects to resonate with audiences in specific regions, or do you want the music and visuals to speak a universal language?
One of the many good things about music is that it is universal. Every culture needs it. Every culture makes it. Every culture celebrates it. One of the bad things about music is that everyone is right about it. If you like it, it’s good. If you don’t, it’s not good. Rather than focusing on differences, we hope our music benefits from what unites us.
Are there any collaborations, either musical or visual, you’re hoping to pursue in the near future to push your sound and storytelling even further?
We are always looking to collaborate with fellow creatives and to explore our potential, as well as theirs. We like to think of our sound as welcoming of, and dependent on, the possibility for change. This also opens up new avenues for new collaborations. If any visual, fashion, or content creatives would like to discuss future projects, we would be pleased to hear from them.
Finally, when you imagine the next chapter of O.W.T.O., what do you hope people will be saying about your music and the world you’re building around it?
Tough question. When the project was started, it was about putting great musicians and their instruments in a studio and seeing what happens when you press record. It’s now becoming something that others are beginning to appreciate. When people say O.W.T.O., we’d like them to also think of a large G&T – Grooves and Tunes!
