Mark Pritchard has shared a new video for recent cut 'Give It Your Choir'.
The producer released enthralling new album 'Under The Sun' last year, a document rich in texture and suggestion.
Working with Bibio on beautiful collaborative cut 'Give It Your Choir', the track was a fantastic fusion of dense, layered, harmonies and Pritchard's exploratory electronics.
Dutch film maker Emmanuel Adjei steps in to shoot visuals, and the ominous, cinematic clip features Olegar Fedoro in a starring role.
Emmanuel explains:
“The idea for 'Give It Your Choir' came from the track as I felt like it was chanting a cry for help in a modern world, losing its humanity. I wanted to show a not too distant reality where storage containers function as personal homes, and materialism seems to have become the new religion.”
“This, in turn, is a neo industrial church where goods are being idolised; containers function as personal temples, and above all, the only spaces humans have left. As a similar parallel to cities all over the world enduring mass overpopulation and rising house prices, by wrapping our materialism in ribbons, carving tombs for our memories, we fill our fights with fumes, cry for our losses, and give our greed a choir”.
Tune in now.
