New Video: The Symbolic, Video Game-Styled Visuals for The Prids Shoegazer-like “Mangled Hearts”

 

Currently comprised of founding members Mistina La Fave and David Fredrickson, with Tim Yates and Gordon Nickel, the Portland, OR-based noise pop act The Prids can trace their origins back to 1995 when the founding duo met in La Fave’s hometown of Saint Joseph, MO — shortly after Frederickson had relocated from Southern California. As the story goes, La Fave and Fredrickson started a relationship, divorced not long after they got married, formed The Prids, relocated to Lincoln, NE before permanently settling in Portland in 1999. Despite going through several lineup changes, the band has released four full-length albums, a handful of EPs and toured across the world with acts like Built to Spill and others,  while developing a reputation for their tenacious adherence to remaining completely DIY for all the right reasons to remain DIY,  which has won them countless admirers and fans across the DIY scene. And along with being among the forefront of the Pacific Northwest’s DIY scene, they’re one of Portland’s longest-running active bands, surviving through illness, deaths of friends and loved ones, the aforementioned divorce and a near fatal van accident.

In some way, it’s a miracle that the band’s album Do I Look Like I’m in Love exists, let alone be slated for a a  January 12, 2018  through their label, This-a-Way Records. La Fave suffered a brain hemorrhage the night before the band was scheduled to enter the studio to record new material. And as you can imagine, La Fave’s recovery was mentally, physically and emotionally taxing for her and for everyone in the band with La Fave considering herself being lucky to be alive — with playing and performing being icing on the proverbial cake.  Reportedly, the new album will further cement the band’s reputation for deliberate attention to songcraft and nuanced (and moody) soundscapes paired with keen lyrical observations.

Do I Look Like I’m in Love‘s latest single “Mangled Hearts” is a tender, shimmering, shoegazer-like track that features La Fave’s ethereal yet contemplative vocals, four-on-the-floor drumming and a gently soaring hook that evokes a swooning longing for something or someone just out of reach.

The recently released video was animated by the band’s nonbinaary and androgyne keyboradist Tim Yates and is an 8-bit video game adventure reminiscent of Super Mario Brothers, Castlevania and others featuring a nameless and gender-neutral everyperson, who wears a shirt with a non-binary flag for most of their adventure. The video’s baddies behave in ways inspired by the struggles of the LGBTQ community — you’ll see one-eyed pyramid creatures meant to represent harmful and repressive religious doctrine, solid stone knights with scrolls symbolizing unjust and rigid legislation and so on. Throughout, the video, it’s protagonist employs non-violent and clever ways to defeat the bad guys they encounter. And while being mischievous and pretty fucking clever, the video reminds the viewer that for some of our dearest and beloved friends, family members, coworkers and neighbors, that there’s a continuing struggle for acceptance.