New Video: The Psychedelic and Lynchian-like Visuals for Norma’s “S.A.D.”

Largely inspired by NEU! and Faust, as well as Spiritualized and Spacemen 3, the Stockholm, Sweden-based trio Norma, comprised Erik Vallin, Love Martinsen, and Petter Bendelin formed in a living room in 2007, watching David Lynch movies while experimenting with pedal steel guitars, vintage organs and synthesizers. As the story goes, after a while, the trio started rehearsing in a bomb shelter and eventually developed a bigger, heavier sound, which wound up on their debut effort Book of Norma. Several years later, the band followed that up with their 2013 sophomore effort, The Invisible Mother. Over the past few years, they’ve developed a reputation for being deliberate — and over a decade since their formation, the band will be releasing their third, full-length album sometime in 2018.

“S.A.D,” the yet-untitled album’s first single features a prerequisite, chugging motorik groove paired with shimmering, pedal effected guitars and a soaring hook to create a song that reminds me quite a bit of Join the Dots-era TOY — but interestingly enough, the song is both about seasonal affective disorder and a character that the band has dubbed Neil, a figure that appears during the darkest season, and attempts to thwart you as you go about your daily life. As the band explains, “. . . We probably all have our personal devils, wherever we want them or not, it’s just about learning how to live with them. It may be quite difficult to get a daily life working as it is and it will not be easier to discuss economics, logistics or food when Neil creeps along your spine and says he’s going to shoot you in your leg.”

Edited by Frederick Stewart Holm and featuring photography by the band and Najda von Bahr with scenography, costumes and makeup by Emila Esping, the recently recently video for “S.A.D.” follows Neil, a vagabond-like character as he travels the countryside in a custom built jalopy to the kindergarten where he entertains kids as a clown/entertainer. Eventually, he disappears into a dream where he floats among planets, fishes and laser lights in a Lynchian and psychedelic nightmare.

 

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