Nora Fatehi and Jason Derulo talk Snake: "The world's craving this!"

"The music industry's become like a factory," says Nora Fatehi as we catch up with her in London. "The world's ready for this - it's craving it!"

Watch the interview with Nora Fatehi and Jason Derulo now:

From the outset, Nora's mission is clear. With brand-new Jason Derulo team-up Snake, she's determined to bring some meticulous quality control back to music; pushing her creative boundaries in the hope of inspiring other artists to follow suit.

Fusing East Asian, Indian, and Western pop influences, Snake marks Nora's most considered bid to crack the UK market yet. Having first made her name as a Bollywood actress, the Toronto-born, India-based star clearly has global domination in her sights; all while honouring her roots.

Today, we catch up with Nora and Jason as they talk through the making of the track and the world's 'craving' of a proper, glossy music video.

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On how the collab came about, Nora explains: "I met with Tommy Brown, the producer of the track, and said ‘I need to create a sound that’ll appeal to a global audience, across the board, with a very exotic sound.’

"We put together the beat, the lyrics, and I told him ‘I need lyrics that are easy to memorise and sing; if you don’t know English, you could still sing the hook. We’re trying to [incorporate] the whole world in one song.

"We made it and needed someone who can dance; a performer. Tommy suggested Jason, who heard the song and got on board. I was like ‘I cannot believe this is happening!’ I’ve always imagined that if I ever collaborated with an artist who can really dance and work the camera, I always imagined making an amazing music video. A proper visual experience.

"Once Jason came on board and I heard his verse, I was like ‘that is the sauce I needed!’ Then we went to Morocco and shot the music video there. The best part is, Jason embraced the culture in the music video. He wore the Moroccan clothing, and an Indian kurta.

"We used the chemistry to symbolise Bollywood; where you’ll have the hero and the heroine coming together. It’s so expressive; we wanted to take that world and bring it into the music video."

We mention a recurring comment on the pair's social media teasers for the track; 'the duo the world isn't ready for.'

"I think the world is ready for it, it’s craving it," says Nora. "I think the music industry has become like a factory; everyone saying ‘put out the music!’ and asking ‘who’s going to be viral on Instagram or TikTok first?’ It’s not thinking about the quality of the visuals, performance and sound. There’s no thought behind a lot of what’s being executed.

"The world’s ready for artists to pull up their socks and give it their all; just like how the Janet Jacksons and Beyoncés of the world approach art. It’s time for artists to move in that direction."

"That’s what I loved about the entire process, adds Jason. "When I first got the treatment I thought ‘this is going to be incredible, but it’s one of those situations where the director has an elaborate idea before having to shrink it down due to budget and time. To my surprise, it was the exact opposite."

Jason continues: "We had plenty of time to do what we needed to do. We had people willing and ready, at the highest level, to help accomplish that.

"In the times we’re in, nobody’s putting emphasis on the quality of music videos. Music videos are an afterthought, we’re not really moving the needle any more. Some parts of the world are really putting emphasis on music videos and, if we’re being honest, music videos are a really big part of what we leave behind when we’re gone. The extension of the music is the video; how you make it come to life visually.

"That’s really important. In doing this song, it’s invigorated me to be making music videos at the highest level.

Nora Fatehi and Jason Derulo's Snake is out now via Warner Music.