The mesmerising creative project centred around Birdy K, Yider, and Asr has captured the hearts and ears of a devoted fanbase, drawn to their lush, multi-layered sound steeped in vibrant jazz and African influences. Taken from their critically acclaimed debut album, “The Other Side of Hope”, the group brings “Half a Sadday Saving Time” to life with a potent visual accompaniment.
Set against an enigmatic instrumental track infused with hauntingly whispered vocals, the visuals are a hypnotic, kaleidoscopic masterpiece. Overflowing with captivating choreography and spellbinding imagery, it perfectly encapsulates the group’s signature sound—a delicate yet bold interplay of art and emotion. Mola Oddity’s ability to craft such a unique audio-visual experience showcases their extraordinary creativity, delivering a potent statement that pushes boundaries, redefining alternative pop.
Watch the video…
Diving into the the new music video, Birdy K explains “This new music video for Half a Sadday Saving Time is a wild collaboration between French director Laurent Nathan Grey (yes, the genius behind the band’s Mola MV) and Japanese visual artist Baku Hashimoto (橋本麦). In all of Mola Oddity’s creations, we blended a variety of inspirations, we throw everything at the wall—mixing musical and visual influences in the most unexpected ways. For the Sadday MV, the character design aims to evoke a fantastical, satirical warrior akin to Don Quixote.
We’ve got flowers that haven’t quite bloomed, turning into ugly, rebellious pimples on the face—representing all those life’s little annoyances that, just when you think they can’t get worse, explode into something unexpectedly beautiful. We kicked off planning in December 2023, and after five months of intense prep, filming finally took off in Japan. One year later, here we are. Time flies when you’re deep in the chaos! Huge shoutout to Tokyo-based producer Leo Otake [大竹玲於], who, when I was losing my mind about shooting creeping into the 24-hour mark with so much still undone, calmly said, “Relax! Everyone’s enjoying the process!”
And you know what? He was right. If you’re exhausted but somehow fulfilled, waking up the next morning feels like you’ve earned two extra days of joy. We hope you enjoy the MV and spot all the little details we’ve slipped in there for you to find.”
Moving on to the group’s creative outlook as a whole, they share, ““For Mola Oddity, the creative process always begins with the arrangement: the music comes first, followed by the expression that naturally grows from it. This album is a collective recollection of impactful moments drawn from daily readings, films, and social observations. At its core, the album explores the many dimensions of ‘hope’
Hope, in itself, holds the power to endure. Or perhaps, it exists because it is shaped by shadows, tears, absurdities, and fragments of brokenness—echoing the times we live in. Yet, despite it all, we must continue to yearn for hope. After all, if we are all souls who have chosen to return, then even the pain we once thought unbearable becomes something we can endure.”