London art-pop five-piece Half Loon make music that works on many levels.
Sure, there's the flamboyant, melodic, insistent side, but beneath this glamorous surface lies something darker, but also richer.
New cut 'Half Loon' is a case in point. The lyrics play with the process of building an alter ego, and then tearing it down – something echoed in the video.
Directed by Mónica González Carter, it explores notions of split identity through literally splitting the screen. She explains:
"The music video for 'Ruth' explores the lead singer’s conscious and subconscious mind and alter ego. The split screen divides and unites these two worlds and gives the viewer a choice of which side to look at – on one side Ruth is being created, and on the other destroyed. Everything ends as it begins."
'Ruth' is out now (purchase LINK) – check out the video below.
Catch Half Loon at the following European shows:
December
3 Antwerp Trix
5 Berlin Badehaus Szimpla Musiksalon
6 Cologne Blue Shell
7 Amsterdam Paradiso
8 Paris Nouveau Casino
Photo Credit: Wanda Martin