The music video is a much maligned aesthetic. What was once the pinnacle of music success, has now become a sort of parody of itself. Yet if you look closely, there are some major breakthroughs in the genre and we want to give you five quick examples of the music video done well.
Heptagram – “Here Now”
This one starts small before panning out into a bit of artistic beauty matched only by the atmospheric rock sound. Vocally, the Elliot Smith style crooning gives a wonderful narrative for the floating ocean and desert scenes. The band has an aesthetic here that is special and goes beyond the stale music video genre. The track builds and builds before ending in sweet absolution. This track is phenomenal, but the video, as great videos do, only enhances the experience and sound. The track is their first single off their upcoming Glass Elevators release to be expected later this year.
Embleton – “Everything About This Feels Temporary”
We were floored when we heard this track, but the video alone makes it worthy of our attention. The beach setting and the drone shots only enhance the existential ponderings of the California songwriter. Embleton has a way of making listeners feel nostalgic for what has never been and heartbroken but uplifted. His is a rare songwriting quality beautifully captured with this video. After a year of personal trials, his latest release is set to be his most raw and personal, and we cannot wait to hear more.
Mark Turner – “Again and Again”
This one is pretty straightforward. The songwriter is found in the middle of an orchestra that accompanies his incredible song narrative. Vocally, he has a tinge of soul that peaks out occasionally in a beautiful way while the string section breaks your heart. Talent wise, Turner is found to have everything needed for a successful singer songwriting trajectory. This is the type of track you release on repeat and let it uplift, inspire, and sing the story of love.
Lolawolf – “Baby I’m Dyin’”
This video is dynamic and matches the electro minimal pop sound of the band. The first single off their ’18 release (TBA) finds various streets and lovers mixed in with lead singer Zoë Kravitz’s crooning. The saxophone toward the end compliments the dark shots of the video and is a powerful statement of the narrative of the video. The sound is mix of the seduction of Sade and the pop sensibilities of Tove Lo. The act has played Bonnaroo, Lollapalooza, and even worked with Miley Cyrus and are slated for a breakout year. If this track is any indication, they will be a favorite of many.
Phantom Electric – “Friends”
This one balances the indie rock sound with the singer songwriter ethos nicely; complete with a harmonica and slide guitar to make you melt. It is definitely a slow burner of a track but damn is it dynamic. It reminds us of how we felt when we heard Brown Shoe back in the day. Same sort of vocals mixed with a smoldering sound that is ready to erupt. “Don’t forget we’re all struggling too,” the vocalist belts. The video is great because it complements the track with a steady performance from the act. Sometimes that is all you need. These guys are definitely a talented bunch.