Charlie Finch merges ukulele melodies with a homegrown aesthetic for ‘It’s Never Over’

Although Charlie Finch has firmly established himself as a folk-laced force of a singer-songwriter on the Gauteng scene, he’s originally from the windy city of Port Elizabeth.

His new video for single “It’s Not Over” saw him return to P.E. to work with friend and videographer Sino Guwa, he put a crew together and conceptualised the video all in a matter of days.

Finch was also quite keen on a dance element in his new video and after they found dancer and choreographer Kelly Adams, everything just effortlessly fell into place.

The whole process of returning home and being able to work with the people that he grew up with, made this project all the more special.

“The song began by me just jamming on the ukulele and free-flowing a bit until I ended up using a borrowed chord – which is when you make use of a chord from the relative major or minor key that you are currently playing in. This was key to setting the tone and direction of the song. After that, I immediately started recording some pre-production to begin shaping the song and when I was finally happy with the direction the song was going, I took it to Jason Ferreira at LittleBig Studio where we recorded and produced it shaping into what it is today,” comments Finch on his new single’s conceptualisation.

Immerse yourself in a single about never giving up on your dreams or on being a better person.

Download or stream “It’s Never Over” here.