"Not only do I belong to the Muslim faith, but I'm also close with the Muslim community in Christchurch, so the tragedy has hit very close to home. "'Friday' is a powerful and unforgiving track, but still has a feeling of glory behind it. It's also very personal to me, and the most important thing I've tried to achieve is to humanise the tragedy. So often we hear, "Fifty victims," and think of it as just a number. "The central theme of the video is the victims' names. Lyrically it's very concise, and clear. It's almost where truth and rhyme meet."