Purity Ring have released a brand new music video for their illustrious electronic track "heartsigh" off of their new album Another Eternity, and it's as full of pretty lights and floating montages as you'd hope to expect.
According to a press release, the self-designed video, which was directed by Cecil Frena & Alex Fischer, focuses on the band's developed visual presence, from their token costumes to a presentation of Corin Roddick's own custom elaborate mallet synth. The project was funded in part by MuchFACT, a division of Bell Media Inc.
The video's effects, which will be taken on the road with the band for their upcoming overseas tour dates in Japan and Australia, incorporates an art installation called "Submergence" by the British art collective Squidsoup, utilizing over 2500 immersive & interactive LED lights. The video also features choreography from L.A. based dancer Juliette Irons.
Frontwoman Megan James recounted her experience with the making of the music video in the press release. "It was an honest collaboration that combined the ideas of the band with the talents of the directors, dancers and crew," she stated. "The video consists of the many elements we have created and chosen to express in a live context, but has an added sightline of being in another world, keeping the past in arms with the present and holding a bit of magic in the dark."
Synth player Corin Roddick, who makes up one-half of the Canadian electronic duo, has produced for some of the biggest acts of our generation, including Chance the Rapper's "Somewhere in Paradise" which the rapper just performed on Saturday Night Live this past weekend. He is also currently working with Nick Jonas (who used to be known for actually wearing a purity ring) on the singer's new solo material.
