Synopsis

Promoe delivers a defiant performance against the wintry mountain landscape of Are, Sweden, turning the song's refusal to conform into a visual journey away from the expected path. The video contrasts the rapper's direct presence with the stark, open surroundings, emphasizing movement, independence, and forward momentum. Its imagery supports the track's political message: rejecting fear, greed, manipulation, and blind obedience in favor of choosing a personal direction.

Factoids & Trivia

• The video was filmed in Are, Sweden, in late April 2010 and released on December 11, 2010.

• "Never Follow" was issued as a standalone single in 2010 and was promoted as a free download through the Looptroop Rockers website.

• The production was handled by the Stockholm-based iFilm/J.R. Production team, with cinematography and editing credited to Felix Rehnberg.

• Illustrator and filmmaker Malin Erixon contributed props to the production.

• The video was later hosted on Vimeo in a version uploaded by Felix Rehnberg.