Published on November 19th, 2012 | by Kyle Reeves
Purity Ring – Lofticries
Purity Rings premier ‘Shrines’ album was released in July, and everyone probably saw the youtube videos for their singles with the picture of a half naked woman as the thumbnail? Well, ‘Lofticries’ finally gets its own official video from Pitchfork directed by AG Rojas. Purity Ring is described as dream pop or post-dubstep, and the music provides this dreamlike ambiance.
The video is shot in 3rd person and transitions between different “main characters” so it forces you to watch four people walk around these traumatic and intense scenes in their lives, except the people don’t seem to really care about the event, just walk by as if nothing has happened. Each personal story is separated by a great transition that changes the backdrop in a matrix-like mind bending visual, as the character in each scene morphs into the character of the following scene. Combined with the eerie dreamlike music, you get this feeling of intense disinterest. Is that just the ultimate oxymoron?
Purity ring has released stops for their 2013 tour, check the dates here: purityringsongs.com I’ll cross my fingers for you that they are coming to your city. Reno unfortunately is not on the list