Chart-topping British producer-artist Naughty Boy’s ‘Pardon Me’ is about to become his new UK single, with an impressive list of contributors. Fellow chart stars, rapper Professor Green and singer-songwriter Laura Mvula, are on the track, which has an impact date of September 21, and also includes fellow hitmaking producer Wilkinson and Naughty Boy’s latest discovery, 21-year-old Bristol singer-songwriter Ava Lily.
Naughty Boy’s UK No. 1 single ‘La La La’ introduced the vocal talents of Sam Smith last year, before his solo launch, and the producer was key to the early development of Emeli Sandé, who featured on the top ten hits ‘Never Be Your Woman’ and ‘Lifted.’ He then co-produced Sandé’s massive solo debut ‘Our Version Of Events’ and has worked with Katy Perry, Rihanna, Lily Allen and Cheryl Cole.
After a sellout UK tour late last year, Naughty Boy spent this summer performing at such festivals as V, Wireless and Radio 1’s Big Weekend. He’s recently been working with One Direction on their next album.
‘Pardon Me’ has been created for Lynx’s ‘Make Beats, Not War’ campaign, which aims to raise awareness for the Peace One Day Organisation, ahead of World Peace Day, which falls on September 21.
Naughty Boy, aka Shahid Khan, says that the experimental nature of the new single reminded him of a current hit TV cookery show. “It’s like ‘Ready, Steady Cook,’” he laughs. “We had all of the ingredients; the challenge was to make it work.”
Here’s the accompanying video, featuring all five artists, shot in north London by director Joe Alexander, who’s previously directed videos for Chase & Status, Cyril Hahn and Wilkinson.