▁Team . ▁ ▁Music ▁video ▁A ▁music ▁video ▁to ▁accomp any ▁the ▁release ▁of ▁" Not ▁G iving ▁In ", ▁written ▁and ▁directed ▁by ▁Josh ▁Cole , ▁was ▁first ▁released ▁onto ▁YouTube ▁on ▁ 1 7 ▁October ▁ 2 0 1 2 ▁at ▁a ▁total ▁length ▁of ▁five ▁minutes ▁and ▁twenty - n ine ▁seconds . ▁The ▁video ▁was ▁fil med ▁in ▁the ▁sh ant y ▁towns ▁of ▁Man ila , ▁Philippines , ▁and ▁follows ▁the ▁life ▁of ▁two ▁brothers ▁growing ▁up ▁in ▁pover ty . ▁The ▁two ▁later ▁go ▁their ▁separate ▁ways , ▁as ▁one ▁man ages ▁to ▁escape ▁the ▁city ' s ▁under bel ly ▁and ▁succeed s ▁in ▁break dan cing , ▁whereas ▁the ▁other ▁becomes ▁tra pped ▁in ▁a ▁life ▁of ▁gang ▁violence , ▁drug ▁crime ▁and ▁a ▁murder , ▁eventually ▁resulting ▁in ▁his ▁death . ▁The ▁video ▁has ▁won ▁several ▁awards , ▁including ▁best ▁dance ▁video ▁at ▁the ▁UK ▁M VA ' s ▁and ▁best ▁new ▁director ▁at ▁the ▁C annes ▁L ions ▁festival . ▁ ▁Re ception ▁ ▁Crit ical ▁reception ▁Lewis ▁Cor ner ▁of ▁Digital ▁Sp y ▁gave ▁the ▁song ▁a ▁positive ▁review ▁stating : ▁L ash ings ▁of ▁j az zy ▁br ass , ▁tw ink ling ▁piano ▁and ▁r umb ling ▁bass ▁he ars ▁them ▁pick ing ▁up ▁almost ▁exactly ▁where ▁they ▁left ▁off . ▁" This ▁time ▁I ' m ▁g onna ▁be ▁stronger / ▁I ' m ▁not ▁giving ▁in ," ▁John ▁New man ▁decl ares ▁in ▁his ▁smooth ▁tone , ▁rich