Shingai ‘We Roll’ Music Video

About Shingai Shoniwa

Shingai is a singer, songwriter, musician, and actress, best known as the legendary front woman and bassist of The Noisettes, Shingai captured international acclaim with her distinctive voice and magnetic stage presence. The band’s blend of indie rock, pop, and soul delivered chart-topping hits like “Don’t Upset the Rhythm” and “Never Forget You,” showcasing Shingai’s dynamic artistry and versatility. However, after their global success, Shingai began to feel constrained by the commercial music industry’s demands, which often sought to dilute her authentic expression.

Recognizing the need to reclaim her artistic identity, Shingai made the bold decision to go independent. She stepped away from the mainstream spotlight to focus on creating music that was deeply personal and rooted in her Zimbabwean heritage and London upbringing.

Shingai Shoniwa Too Bold Portrait

Launching Her Own Record Label

Embracing independence, Shingai founded her own record label, Zimtron, a name reflecting her Zimbabwean roots and her futuristic vision for music. This move allowed her complete creative control over her sound, image, and message—an act of defiance against the industry’s tendency to pigeonhole artists, particularly women of colour.

Through Zimtron, Shingai released her debut solo album, Too Bold, which she describes as a love letter to her heritage and the global African diaspora. The album’s title is a reflection of her unwavering confidence in her identity, as well as her commitment to inspiring others to embrace their own uniqueness.

As an independent artist, Shingai has developed a sound that is unmistakably hers—a fusion of Afrobeat, soul, highlife, hip-hop and pop, interwoven with heartfelt storytelling. Tracks like “We Roll” and “Too Bold” celebrate cultural pride, resilience, and community, themes that resonate deeply with her listeners.

Her visuals are equally captivating, blending avant-garde fashion with traditional African motifs. Shingai’s bold style is an extension of her artistry, showcasing her as not just a musician but a cultural trailblazer. She often collaborates with Black creatives across music, fashion, and film, reinforcing her commitment to uplifting underrepresented voices.

Independence as a Statement of Empowerment

Shingai’s decision to navigate her career independently is as much about empowerment as it is about music. By rejecting industry norms, she has become a symbol of freedom for artists seeking to break away from limiting structures and redefine success on their own terms. Her journey is an inspiring example of resilience and the power of staying true to one’s roots and vision.

Shingai’s artistry today is a harmonious blend of the diverse influences that shaped her: the vibrant Afro-Caribbean sounds of her childhood, the punk energy of her Noisettes days, and her fearless exploration of identity and culture. She stands as a trailblazer for artists embracing independence, proving that stepping away from the mainstream can lead to creating something truly timeless and revolutionary.

About “We Roll”, Too Bold Album

Shingai’s “We Roll” is track 6 on the Too Bold album. A vibrant celebration of community, resilience, and cultural heritage. The track seamlessly blends Afrobeat rhythms with pop sensibilities, reflecting Shingai’s Zimbabwean-British roots and her commitment to showcasing the Afro-Caribbean diaspora in her music.

The accompanying music video, directed by the multi-award-winning filmmaker Sheila Nortley, is a visual feast that mirrors the song’s uplifting and community spirit.

Set against the backdrop of London, the video features Shingai surrounded by friends, collaborators, and fellow artists, embodying a sense of unity and shared joy. The vibrant colors, dynamic choreography, and candid moments of camaraderie capture the essence of community and the power of coming together through music and movement.

Shingai’s artistry in “We Roll” is a testament to her ability to fuse diverse cultural influences into a cohesive and infectious sound. The song and its visual representation serve as a reminder of the strength found in unity and the beauty of embracing one’s heritage. It’s a track that not only invites listeners to dance but also to reflect on the importance of community and resilience in challenging times.

Interview

The section of the We Roll video I attended was a studio set based in London’s Brixton Street Gym. It brought back memories to my past and shared experiences with Shingai as growing children. The studio space at the front captured stills and energetic movement from varying artists and friends who participated. For my part, I was joined by my daughter. She was 11 at the time. I gazed at her elated by the journey of Shingai, our shared memories, growth, and all of the opportunities her future will entail.

An image in the bathroom between the sets and bustling activity of social connectivity, orchestration, and intrigue, reminded me of my Jamaican heritage and the Afro-Caribbean culture that has built the foundational characteristics in me. A constant feedback loop of affirmations to prompt the emergence of our greatest strengths whenever society questions its existence at all.

Brixton Street Gym

At the back of the gym, a space was set up for interviews to discuss the Too Bold album, the single We Roll, and our fondest memories of Shingai. My daughter, Monet, and I spoke of our enjoyment of the Too Bold album. Monet spoke of what it meant to be too bold. In fact you couldn’t be too bold as a person, maybe just too bold for someone less bold than you are. I went way back, and spoke of my primary school memories…

Watch the full video.

Singer, songwriter, musician, front woman and bassist of platinum selling band Noisettes, Shingai: https://www.shing.ai/
Official We Roll Music Video: https://youtu.be/dUc-mBTDxPg?si=WUVeDKdYccdMeEd9 
Shinga’s music: https://www.shing.ai/music
Shingai’s Instagram: https://www.instagram.com/shingai