New Video: JOVM Mainstays Yumi Zouma Release John Hughes-like Visuals for Swooning “In Camera”

Over the years, I’ve written quite a bit about the internationally renowned synth pop act, Yumi Zouma, and as you may recall the band which is comprised of Christchurch, New Zealand-born Christie Simpson, Sam Perry, Charlie Ryder and Josh Burgess has been spread across New York, Paris and Christchurch in the aftermath of the 2011 earthquake that devastated their hometown and the region at large. Primarily writing material by email, the band wasn’t initially meant to be a live act — and yet, they’ve received attention for crafting breezy yet bittersweet, 80s-inspired synth pop centered around Christie Simpson’s ethereal crooning. After  Turntable Kitchen released their cover of f Oasis’ 1995 full-length effort, (What’s the Story) Morning Glory?, the synth pop act busily wrote and recorded an EP trilogy — with the last edition of the trilogy been released last fall through their longtime label home Cascine Records.

Centered around reverb drenched arrangement that includes shimmering synths, angular guitar chords, a motorik-like groove, a soaring hook and Simpson’s ethereal vocals, the song sonically nods at A Flock of Seagulls‘ “I Ran (So Far Away).” And while accurately capturing the uncertainty, desperation and swooning urgency of new love, the song is underpinned by a deliberate attention to craft, with the members of the synth pop act revising and bouncing ideas off each other until it’s absolutely perfect.

Directed by Pavel Brenner and starring Charlie Patton, Shawn Denegre-Vaught, Emma Broz, Madisyn Maniff, Cinthia Bouhier, Joannie Ciociola, Alison Williams, Miriam Margolis, and Ainsleigh Douglas, the recently released video is a brilliantly spot-on take on John Hughes movies that’s centered around what seems to be an especially awkward first date that turns into a complex dance routine that includes synchronized swimmers, who miraculously appear out of nowhere.

 

 

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