It’s a Christmas single! Interesting that the funding was given in the same month as the song was released. The video must have been made with lightning pace, right?
“Let it Shine” is a delicate Christmas song, with the same sentimental theme that Annie’s other singles had (for the children, y’all).
The video is black and white, alternating between Annie singing the song, and shots of children. The kids are either outside playing, or in the studio, sitting on a lazy susan, rotating for the camera. This makes me imagine some production hand whose job it was to lie on the ground, out of camera shot, rotating the kids, trying not to get hit by their legs.
New Zealand has never had a strong tradition of Christmas songs, especially not the upbeat style that ravages the UK charts. It seems that if a Christmas song in New Zealand is going to do anything (like each number 11 on the charts), it’s going to be a serious song like this one.
Best bit: the slightly surreal array of rotating kids.
Update: It looks like Annie Crummer’s videos are no longer available on the New Zealand MTV website. Until someone uploads them somewhere else, there’s currently nothing to watch.
Next… David’s big night out.