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Set in the early 60s, Alfreda's "On and On" is a dreamlike fantasy featuring a pregnant bride, free and content in her isolation. Born out of an alternative take on the Catwoman origin story, the video also pays homage to strong-minded artists such as Barbra Streisand and Róisín Murphy, focusing on an improvised performance symbolic of female liberation and independence. The video is written and directed by her frequent collaborator Roger Spy, who also created the promo for her catchy alt- love song “Anyone” and last release “This Room” which garnered several awards: "Platinum Award for Best Music Video" at the Independent Shorts Awards, Los Angeles; "Best Music Video" at Vienna Independent Film Festival and "Honorable Mention: Music Video" at the Festigious Film Festival, Los Angeles.

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