New Video: JOVM Mainstays Dream Wife Releases a Riotous Visual for Mosh Pit Ripper “So When You Gonna . . . “

Deriving their name as a commentary on society’s objectification of women, the London-based punk rock trio and JOVM mainstays Dream Wife — Icelandic-born, London-based Rakel Mjöll (vocals), Alice Go (guitar, vocals) and Bella Podapec (bass, vocals) — can trace their origins to when the trio met and started the band back in 2015 as part of an art project conceptualized around the idea of a band born out of one girl’s memories of growing up in Canada during the 1990s.

2018 saw the band release their self-titled, full-length debut to critical acclaim. And as a result, the band built up a profile as a must-see live act, playing at SXSW, opening for GarbageThe Kills and Sleigh Bells, which they followed up with sold-out headlining tours across the European Union and the US — including a stop at Rough Trade with New York-based genre-defying artist Sabri. Adding to a growing profile, the band had their music appear in the Netflix hit series Orange is The New Black. But at the core of all of that is the trio’s mission to lift up other womxn and non-binary creatives with empowering messages and a “girls to the front” ethos.

Slated for a July 3, 2020 release through Lucky Number Music, the London-based trio’s Marta Salogni-produced So When You Gonna . . .  may arguably be the most urgent and direct call to the action of the rising act’s growing catalog. Thematically touching upon some of the most important and sobering themes of our sociopolitical moment including abortion, miscarriage and gender equality, the album is centered by an “it’s a now or never” immediacy in which the listener is directly encouraged to stop waiting, get off your ass and start doing something. The album’s title also plays on its central idea. “It’s an invitation, a challenge, a call to action,” the band’s Rakel Mjöll says in press notes.

So far, I’ve written about two of the album’s singles:  the bombastic, maximalist, tongue-in-check “Sports!,” which recalled Q: Are We Not Men? A: We Are Devo! and Freedom of Thought-era DEVOFever to Tell-era Yeah Yeah Yeahs and Entertainment-era Gang of Four with an exuberant, zero fucks given air — and the achingly nostalgia “Hasta La Vista,” a mid-tempo track that focused on the tight familial bond the band has developed through a shared experience of life on the road, the aching nostalgia for the people, places and things from home you miss while away, and the odd feeling that things have changed in some way that you can’t quite put a finger on when you get back.

So When You Gonna . . .‘s third and latest single, the infectious and anthemic album title track “So When You Gonna . . .” is a most pit friendly ripper featuring bursts of angular guitar chords and punchily delivered lyrics. Proudly continuing their girls and womxn to the front ethos, their latest offering is sultry, in-your-face challenge in which its narrator displays her bodily autonomy and desires with a bold self-assuredness that says “Well, what are you waiting for? We both know what we want. Let’s get to it!”

“It’s a dare, an invitation, a challenge.  It’s about communicating your desires, wholehearted consent and the point where talking is no longer enough,” the members of Dream Wife explain. “It promotes body autonomy and self empowerment through grabbing the moment. The breakdown details the rules of attraction in a play by play ‘commentator’ style, inspired by Meat Loaf’s ‘Paradise by the Dashboard Light.”

Directed by Aidan Zamiri, the recently released video for “When You Gonna . . .” is shot from the first person POV perspective of the inside of someone’s very hungry mouth. The viewer follows the mouth as it attends a sweaty and raucous Dream Wife show that captures the energy of their live show — and most important, the excitement of strangers suddenly bonding over their love of their favorite band. And like a lot of shows, our protagonist meets and kisses a bunch of attractive new friends, and interacts directly with their favorite band. Seeing your favorite band at some dark, sweaty, booze soaked shithole is a profound experience that simply can’t be manufactured or replicated and for me, the video for “When You Gonna . . .” reminds me of the things I desperately miss.

“For the video we worked with our favourite elf prince Aidan Zamiri who filmed around a free sweaty, sexy, gig we did for our fans back in January – shot as a first person POV from the inside of a mouth,” the band says of the new video. “Performing live is the beating heart of this band and we miss it, so please take this video as a little love letter to the rock show.”

 

Advertisements