New technology has re-invigorated the pop promo.
As the internet develops, more and more opportunities are being presented to both musicians and film makers.
So why do people insist on hiding behind lyric videos? A plague upon the music fan's visual experience, little - if any - imagination is entrusted to these snippets.
Which is perhaps why Holy Esque have become so entranced by them. The Glasgow group released new single 'Silences' earlier this week, an imposing slice of electronic mood with shades of black left intact.
The video, though, eschews their usual approach. Introducing the clip, the band state: "THIS BREATHTAKING VIDEO WAS INFLUENCED BY THE AWE-INSPIRING TREND OF LYRIC VIDEOS INFECTING CURRENT POP SUPERSTARDOM."
It's a curious beast. Both enforcing and undermining the lyric video trope, it applies some much needed fresh inspiration to this overly used, under-invested (creatively speaking) format.
Listen to it now.
Photo: Mauro Melis