‘Ain’t This World’ won Best Music Video 2025 at PEFF

‘Ain’t This World’ won Best Music Video 2025 at PEFF. The festival screening and award ceremony took place on March 30, 2025, at the Tartu Elektriteater in Estonia. The music video for ‘Ain’t This World’ by Mirjam Kits released on January 15, 2025. It was directed by Siim Kaspar Kollamaa and shot by Loviisa Mandel. The idea for the song first transpired when Mirjam Kits and Robi Salumets sat down together. The song was written and recorded, but they waited for the right time to release it. Kino Light provided them with the opportunity to produce a music video. ‘Ain’t this world’ speaks about letting go of expectations the world tries to put on you. It is a reminder that you must follow your dreams, despite the difficulties that come along the way. Director Siim-Kaspar Kollamaa knew he wanted to showcase it with symbolistic meaning. He said, “From the start, Mirjam’s heel breaks, and the shoes are giving her blisters, so she can’t walk.” But Mirjam is determined and she makes it to her performance and does a great show in the end. Kollamaa enunciated, “I wanted to capture the song’s message with this video. Whatever obstacles life throws your way, you can walk through them like they never happened.” But throughout filming, the crew faced many obstacles themselves. Kollamaa said, “We filmed this in November when it was very cold. Mirjam had to walk barefoot on cold streets.” The shots were filmed for one minute max since they had to get Mirjam Kits straight in the car for warmth. “It was the same with the dancers since it was five degrees outside. We had the car running all the time, so they could take a break.” Discovering the location for the end scene was thanks to Mirjam’s own performance. Kollamaa said, “I went to one of her shows at Philly Joe’s. I knew right away this was the place.” Another fun fact is that the smooth tracking shots of the Mirjam Kits walking were filmed from the trunk of a moving car. The filming took place in November 2024 through three nights. They lasted until the early hours of the morning. The music video features dancers from Laine Mägi Dance School who did the choreography for the video. Written by Lotta Raidna