ney mela

Produced by Ruby Pictures and co-directed by Esarale and Fitsum Beza, with Fitsum as Director of Photography, Ney Mela is a conceptual, cinematic music video that visualizes the emotional rhythm of King Teddy’s song. The project fuses strong narrative undertones with a modern, stylized aesthetic, exploring how movement, lighting, and framing can embody both vulnerability and strength.

Fitsum’s approach to cinematography emphasized the emotional weight of color, using shadows and warm tones to mirror the song’s intensity. The video seamlessly combines narrative fragments with symbolic imagery — creating a piece that is as emotionally resonant as it is visually mesmerizing.

Upon release, Ney Mela captivated audiences across the region, surpassing 6.7 million YouTube views. The project stands as a testament to Fitsum’s ability to transform music into cinematic experiences — bridging sound, emotion, and visual rhythm with precision and artistry.