Music Dec 12th 2012  

A purity ring (aka chastity ring) is worn as a token of chastity and is a regressive practice advocating ‘no-sex until marriage’ to the orthodox-Christian kids in the states. So to spare the rest of the world from this backlashing embarrassment – toss the purity ring and start listening to the band instead. In 2010, the Canadian duo Megan James (vocals) and Corin Roddick (beats) created the electronic/witch-house band Purity Ring, and dropped their debut album ‘Shrines’ on July 24th 2012 (on UK label 4AD). Since then they’ve continued to blow me away, producing skewed-up beats oozing of thrilling post-dubstep music.

‘Lofticries’ is the third single off the album, and here’s the video for the piece, beautifully directed by LA-based filmmaker AG Rojas (Andres Gonzalez) a 25-year-old rising talent, recently awarded ‘Best New Director’ at this year’s UK MVAs. The shot-over-the-shoulder video, guides the viewer through scenes of bewilderment, where the characters are faced witnessing esoteric scenarios. It’s a bit of a puzzle grasping the plot, but then again, that’s the beauty of it. Salem, oOoOO and Arca, are similar acts giving the witch-house scene it’s signature swag, and the sound has never been better – witch-house is the new hip hop.

 

Purity Ring- Lofticries

 

Director: AG Rojas

Executive Producers: Jasper Thomlinson + Michael Sagol

Producer: Onye Anyanwu

Cinematographer Michael Ragen

Production Designer Ashley Fenton

Stylist: Natasha Newman-Thomas

VFX @ MPC LA: Benoit Mannequin, VFX Supervisor Clement Renaudin + Katerina Arroyo Artists Summer McCloskey, Producer Ricky Gausis, Colorist —————————————————————————————————————————————————-

For more on Purity Ring, check em’ out on: http://purityringsongs.com Soundcloud // Facebook

@WHATUPAG @PURITY_RING @4AD_Official