Purity Ring: Lofticries (Video)

Purity Ring

If you listen to my KSVR radio show, you’ll know I’m a pretty big fan of Purity Ring‘s new LP, Shrines. It’s been on steady rotation since I picked it up several months ago. Never seemed to find a good time to write about the band, though. Until now. They have a new video for their track “Lofticries”!

States “Lofticries” director AG Rojas about the video, it explores “the stoicism of psychically connected characters confronted by surreal, climactic moments. It is also a song off my favorite album of the year by Purity Ring.”

On occasion, the video has eerie moments followed by morphing into another character and situation. It’s definitely interesting and more than a little odd. Worth a watch or two!

Check out the LP on 4AD now, and pick yourself up a copy while you’re at it.

Listen to and watch “Lofticries” below:

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