New Video: Britney Spears, Boy George, and Nicki Minaj in Auditioning for a Gig in New Visuals for Hook Laden, New Track by Up-and-Coming Leeds-based Electro Pop Duo Krrum

Earlier this year, I wrote about the up-an-coming Leeds, UK-based, indie electro pop production and artist duo KRRUM. Comprised of Derbyshire, UK-born Leeds, UK-based producer, songwriter and multi-instrumentalist Alex, who grew up on punk rock and ska and Leeds-born and-based singer/songwriter Harrison, who’s largely influenced by Bon Iver, Radiohead and Thom Yorke. And as you may recall, the duo can trace they their origins to when they met while studying at Leeds School of Music. Within a relatively short period of time, the duo has seen both commercial and critical success — the duo has  had singles land at number 1 on Spotify’s Viral Chart, Hype Machine and Shazam, received regular airplay on BBC Radio 1 and Beats 1, collaborated with with salute and Lao Ra, and have performed at last year’s Pitchfork Paris Festival.

Moon,” the Leeds-based duo’s first single of the year, found the duo pairing a club banging production featuring enormous, tweeter and woofer rocking beats, stuttering and glitchy electronics, a soaring hook, chopped up and distorted vocal samples with Harrison’s plaintive and soulful vocals giving the song a thoughtful, fatalistic sort of introspection; that shouldn’t be surprising as the song “deals with the ritual of wanting to pursue a relationship withs someone, but not wanting to jump the gun and ruin it. It’s an uncomfortable place to be because you have no control and you’re probably gonna mess it all up, like you always do.”

Interestingly enough, the duo’s first single “Evil Twin” was their first single and although it caught on virally, the duo reworked and fleshed out the song in a way that makes them feel as though the song is finally completed; in fact, the song features a production consisting of a cinematic, looped horn arrangement, a chopped up, soulful, house music-like vocal sample, tweeter and woofer rocking beats and Harrison’s vocal taking on a gravelly ache. And while the song is rooted upon a  swaggering hook, it possesses an underlying aching uncertainty — the sort of uncertainty of someone who’s swaying between a good life, and a life of sin and vice. Sonically, the track manages to further cement their reputation for crafting hook-laden pop but while gently pushing their sound in an avant-garde leaning direction while remaining playfully accessible.
As the band’s Alex explains of the song, the song toys “with the duality of wanting to be healthy, productive and find some long-term stability, but wanting to throw all of that away and indulge your vices. Individually, they are comforting but they are always competing with each other to come out.”
Directed by Camille Summers-Valli, the video as the duo’s Alex notes is a strange realization of the competition between one’s good, healthy side and one’s vice-loving, trouble-seeking side, as it stars Britney Spears, Nicki Minaj, Boy George and Michael Jackson lookalikes auditioning for a gig for Krrum’s lead producer and co-vocalist Alex, who appears both unimpressed and confused. Interestingly, the visuals give these world famous superstars a desperate and ridiculous humanity, as they’re auditioning for a role they don’t fit for.

 

Advertisements