New Video: The Vivid Animated Visuals for Rich Aucoin’s Swooning, New Single “The Middle”

Rich Aucoin is a Halifax, Nova Scotia-born and based electronic music artist and indie rock artist, known as a collaborator and guest musician of his older brother Paul Aucoin’s band Hylozoists — and as an attention grabbing solo artist. Aucoin’s 2007 debut effort, Personal Publication EP was conceptualized as an alternative soundtrack to How the Grinch Stole Christmas, which he supported by going on a cross-Canada tour entirely by bicycle to raise money for Childhood Cancer Canada. After he completed his solo tour, he rejoined Hylozoists but during a sudden shift from regular exercise to virtually no exercise at all, the Halifax, Nova Scotia-based electronic music artist and musician suffered through an iron deficiency. But after recuperating, he went on another solo tour, running partial marathons between stops to raise money for the Canadian Cancer Society.

During both of his early solo tours, Aucoin spent time writing and recording the material, which would comprise his 2011 full-length effort, We’re All Dying to Live, an album that featured over 500 guest musicians, including Sloan‘s Jay Ferguson, You Say Party‘s Becky Ninkovic, The Meligrove Band‘s Michael Small and Rae Spoon. The album was long-listed as a nominee for the 2012 Polaris Music Prize, with the music video for “Brian Wilson is A.L.I.V.E.” winning a Prism Prize in 2013. Building upon a rapidly growing profile, Aucoin released his critically applauded, 2014 effort Ephemeral. 

Slated for a March 16, 2018 release, Hold EP is Aucoin’s first batch of new, recorded material in over 4 years, and as you may recall the EP’s first single “Release” featured live drumming from Broken Social Scene‘s Justin Peroff in a sprawling yet propulsive, club banger that draws from house music and boom-bap era hip-hop, centered around laws of arpeggiated synths. And while reminding me (to my ears, at least) of The Chemical Brothers, The Crystal Method and others — but underneath the club banging swagger, there’s a zen-like tranquility. The EP’s latest single “The Middle” is a cinematic yet dreamy and contemplative track that will immediately remind most listeners of M83, as it possesses soaring hook that evokes an earnest and swooning yearning.

The recently released video by Meags Fitzgerald features hand drawn drawings, animation and live action in a way that emphasizes the both the themes and the lyrics of the song in a vivid fashion.