FEMME has recently been nominated for Best Independent Video for her music video of ‘Fire With Fire.’
The AIM awards were established in 2011 by the Association of Independent Music to recognise and celebrate artists signed to independent record labels.
If you type ‘Fire with Fire’ into YouTube you’ll be graced with an aesthetically pleasing pink and white, 1950s style video depicts an elderly woman contesting in a chilli eating competition. Meanwhile, Laura Bettinson (a.k.a. FEMME) sits on a countertop, clad in pink with shocking red lipstick, mouthing the lyrics to her electronica-pop tune.
Director, Ben Mahon (a major director within the BBC), took the idea from one of FEMME’s dreams and decided to roll with it. “[It’s] about picking a fight and squaring up to a challenge,” FEMME explains. “Letting the world know you’re not about to be steamrolled.”
FEMME is up against some tough competition in her category, including DJ Shadow, Run The Jewels, The Japanese House and Bonobo. However, she isn’t foreign to winning awards, in 2014 she won ‘International Emerging Talent’ at the MusEXPO International Music Industry Awards, as well as ‘Rising Star’ in the London Music Awards.
FEMME is back later this year to release more new and experimental music. In the mean time, you can watch the music video here:
Written by Amber Parker Brooks