Ask most bands and they'll tell you the same thing: music videos aren't fun.
They tend to involve a lot of standing around, endless cups of tea, and interfering with a world they don't quite want to be a part of.
Artificial Pleasure's new video definitely wasn't fun - but then, that was kinda the whole point.
'On A Saturday Night' is an immersive, endurance-based piece of art, shot in an abandoned East London warehouse on one of the coldest March days on record.
Pushing themselves to the brink, frontman Phil McDonnell was gradually buried alive in a dark but riveting new clip.
He explains: “Inspired by the photography of Cindy Sherman and Keith Arnatt, the video for ‘On A Saturday Night’, and the song itself, both focus on escaping into the imagination”.
“Much like in our collaboration with Andrew Nolan for the ‘Wound Up Tight video’, where I was suspended upside down, pelted with cream, beer and slaps in a single take, we were keen to explore the concept of endurance.”
Director Nolan adds: “The dreamlike reverse-burial concept came about about as Phil and I were discussing one of the ideas behind the song: a yearning for experiences and adventures, and we wondered what proportion of our lives are we truly living."
"Aesthetically we were inspired by the American conceptual artist Cindy Sherman, specifically her Untitled Horrors series where everyday objects take on a sinister air under pallid neon light. And we're both massive fans of Jan Švankmajer's surreal stop motion films so they definitely played a part."
Tune in now.
Related: Next Wave - Artificial Pleasure
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