Daniel Avery Premiers Haunting New Music Video

Screen-Shot-2014-01-06-at-14.00.28So far 2014 has treated Daniel Avery very well. In a very short span of time he has gone from resident DJ at Fabric London, to Phantasy Sound‘s latest success story. Not even a year after the release of his brain-tickling ‘Drone Logic’ LP in 2013, Avery is already playing American nightclubs alongside craft legends like Simian Mobile Disco and Bicep. By the end of this year, every corner of the Earth will have gotten a taste of his dream-like Minimal style. So let’s see, made his mark in the studio? Check. Strutting his stuff on stage? BIG Check. What else are we missing? Oh yes that’s right, the new video!

Earlier this week he premiered the esoteric music video for the album track, “Knowing We’ll Be Here” on Dazed and Confused Magazine! Now you can experience his subterranean, acid-laced sounds on a visual level. This transcends your ordinary electronic music video (if such a thing even exists), however. The theme of the video is euphoria through death, specifically drowning. Joshua Lipworth, the director of the video, said he “got the idea from the euphoric distorted drones which sounded [to me] like a kind of drowning sensation”. Studies have shown that a person drowning can reach a brief state of euphoria, a byproduct of the oxygen starvation. While this subject is creepy enough as it is, Lipworth somehow managed to capture the true atmosphere of such an experience on film. Through his use of underwater filming and lighting effects, and Avery’s unique sound manipulations, the two have a formed a dark yet beautiful insight into death itself. We’re not trying to get all Emocore on you folks, we promise we’re happy people here. We can’t pass on aesthetics though. Avery has a higher agenda in his music that we may never fully understand, but it’s clear that the world is beginning to recognize his talent. These two have come together to form something everyone can relate to in their own personal way. We don’t usually care for music videos, but this is a welcomed exception. Visual and audio creativity have come together as one unit. Watch the brand new video for “Knowing We’ll Be Here” below!

“The one thing I knew was that I wanted this record to be a trip. All the best artists and DJs, they take the audience with them when they play; people lock into their world for a few hours and can’t easily step out again. You’re with them for the ride. When I go out, I want to give myself up to music. That was the idea for the album.”   -Daniel Avery on his ‘Drone Logic’ album

 

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Posted on August 7, 2014, in Releases, Video and tagged , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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