While far from a household name, EMA does occupy a potent place in pop culture.
Earlier this year, the singer decided tackle the way in which she interacts with her public persona, composing the song '3Jane' as a means to address these tech-led issues.
Penning a blog at the time, EMA said: "No one was really ever that mean to me on the internet. I never had that 'thing' that happens when you wake up one morning and somehow your life is ruined because a mortifying picture goes viral or a 'funny' tweet becomes horribly misread… But it did that to somebody. And now we all have this stupid crippling fear that someday it will happen to us. And the likelihood increases as you move from relative obscurity to becoming more broadly visible on the internet. There are more cameras on you, more chances to be quoted saying something stupid, and more people out there who relish seeing successful people disgraced and dethroned."
Now, EMA and director Y2K have joined forces to work on some accompanying visuals. Strange, brutal and yet oddly beautiful, '3Jane' is told through the human-android relationship.
Y2K explains: "Somewhere between the prediction of a fully realized human-android and the watchful eye of surveillance technology, lies a conception of the reality we intended to create in “3Jane”.” explains Y2K. “Depicted therein are the dichotomies between the persona of the artist and her branded image, the human and the automata, the watched and the watcher, the real versus the ideal, and the merger of these dualities. Presented is a dream-like narrative scenario that touches on the inevitable union of humanity and technology."
Watch it now.
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