For Gulli Briem, the driving force behind the Icelandic band Earth Affair, keeping a promise is one of the most important things you can do. This is the message behind the song and video Jewels Up High, which was launched on the 46664 site today.

 

The song and video tell the story of a boy who makes a promise to a girl, which he fails to keep. Many years later, as an older man, he returns to his birthplace to try to live up to his promise – something he is ultimately unable to do.

 

“We put a lot of effort into connecting the video to the lyrics of the song, and director Jökull Jörgensen had a strong vision is his script, which is so important,” says Briem. “The whole feeling of those three elements [vocals, music and visuals] need to join together in order to have an impact.

 

“We’re really happy with the result. It took a while to do, but I think we got the message across and I hope that people feel the atmosphere and the story which was written by Jörgensen, a lyricist and writer for this project.”

 

Jewels Up High was inspired by Briem’s involvement as a 46664 ambassador – it’s also the first song on which he sings lead vocals.

 

“When I did the event in Norway in 2005 [46664’s Tromsø concert in the Arctic Circle], we were so inspired by Nelson Mandela and the whole atmosphere around the 46664 organisation,” says Briem.

 

“The feeling we had, dancing in the aisle with everyone, was incredible. Johnny Clegg was a huge inspiration too. Everyone was an inspiration. What Madiba said in his speech, ‘In taking on this challenge you have become part of us and so you are now all Africans’, was so right, and I was like, ‘That’s right, we must continue to be Africans’ [we must continue caring about his fight against HIV/AIDS]. The first step is being aware and to learn about the campaign.

 

“To me it [the whole message behind the 46664 campaign] is about caring about other people more than yourself – that was the feeling I got from everyone who was there. They care more about this than about themselves; that’s a very big thing to feel. These great musicians are so concerned and you start thinking ‘What am I doing? How can I make a difference?’.

 

“If everyone does something, even if it’s just a little bit, we can make a big difference. That’s my whole feeling about being part of this campaign.

 

“I made a promise there to myself to care and to help where I could. The whole feeling with the song is part of my contribution.

 

“Jewels Up High is about these two children who care for each other deeply. The boy gives the girl a star in the sky as a token and promises to take care of her. In the video the boy must go away and only returns after a long period of time to visit the place where he grew up. He returns as an old man to fulfil his promise to the girl, but on his homeward journey he realises that it’s too late. The barren country resembles in its cold beauty the man’s loneliness and inner state of mind.

 

“It’s important to realise your dreams and your goals before it’s too late – because you can easily miss out them if you don’t react in time. That is the basic message of the story. You’ve got to know what you want in life, who you are and what you stand for. Do things today, not tomorrow,” says Briem.

 

Speaking about Earth Affair, Briem says that while he’s the driving force behind the project he is lucky to have a team of people to work with him, who contribute in different ways, as they did to this particular song and video.

 

“Even though I do a lot of things – most of the writing, drums, keyboards and vocals – the key is to have talented people with you, doing audio mixes, film editing and taking care of social networks. These people sort of fell out of the sky into my arms to help with the 46664 initiative. Bless them.

 

“Last week we had a meeting about the campaign and what we could do to guide people to the cause and I said to my friends that in my mind, they are also ambassadors. Anyone who wants to go there [to the 46664 website] and read about what’s going on is an ambassador in their own right.”

 

Briem says Jewels Up High will eventually be on a new album, which will be released in 2010.

 

I’m putting quite a lot of effort into a few pieces of music and have planned some more ideas,” he says, “and if everything goes according to plan it will be part of an album in 2010.”