Sometimes these things are out of your hands.
A few weeks ago ClashMusic stumbled across a group named Embers. Entrancing, poetic, epic without losing sight of their humanity, the band handed us the sweeping, beautiful video for 'Hollow Cage'.
Then the web erupted. It seemed that plenty of you lot saw exactly what we were seeing - a young group with an intimidating grasp of dynamics, whose sweeping sound was both fully formed and brimming with potential.
Shot in Gorton Monastery, we are now able to present the second video in the series. 'Part Of The Echoes' is another wonderful piece of songwriting, with Embers managing to match those widescreen, Sigur Ros style moments to something approaching a pop song.
Strange, beguiling it's something that you will want to savour.
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Watch 'Hollow Cage' HERE.