The growth of the internet has rejuvenated the music promo.
A new breed of directors have seized the video format and twisted it in fresh directions, enrapturing a global audience in the process. Keith Musil is just one example.
Last year the director seized our imagination with the incredible video for Twin Shadow's 'Five Shadows' and it seems that the film maker is set to repeat the trick.
Cloud Control's 'Promises' is one of the anthemic standouts on new album 'Dream Cave', an example of the Australian band's soaring, inspiring approach to songcraft.
Stepping into the fray, Keith Musil has crafted a lengthy, narrative based music video which manages to focus on friendship, young love, mistakes and regrets in the space of only a few minutes.
Watch it now.
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Cloud Control are set to play London venue Heaven on February 13th 2014.
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