Denise Chaila drops 'CHAILA' music video

Denise Chaila isn't fucking around. The Co. Clare rapper and poet teamed up with director Mark Logan and COLLECTiVE Films to create the hotly anticipated music video for her current single 'Chaila', and it's as tongue-in-cheek as anyone could have hoped for.

“The inspiration for the video came from the name ‘Chaila’ and it’s origin as well the actual beat of the track," explains Logan. "At the beginning of the creative process, Denise told me that the name ‘Chaila’ for her is like a ‘self-invented nomadic clan’. It was a surname instated by her grandfather when he took his middle name as his last name after he left his hometown in pursuit of the woman he loved, who later became his wife and the mother of his children."

Chaila blends photos of herself and her family with her off-the-cuff delivery, boring right through the camera lens with her playful gaze.

The stunning irony of the track is that Chaila does not once give the listener a guide to the proper pronunciation of her surname. Rather, the at start of the chorus she chimes "sound the words out" – as if to (rightly) say, "do your own homework. It's not that hard."

Watch 'Chaila' below.