Video of the Moment #2416: Tender

By on Friday, 4th August 2017 at 6:00 pm
 

I’m sure many of you have been in this boat: you’re super excited to see a band play at a music festival you’ve got tickets to, only to find out that as time gets closer to the event that said band won’t be appearing. That’s what happened when I found out Tender‘s name got removed from the list of SXSW 2017 showcasing artists. Here’s to hoping they’ll appear in Austin next year. I think the odds are good (or at least pretty good), and I’ll explain why.

It’s an exciting time for James Cullen and Dan Cobb. The North London electronic duo will be releasing their debut album ‘Modern Addiction’ on the 1st of September on Partisan Records. And you know how much I love electropop. They’ve revealed the music video for ‘Control’, which was directed by Cobb and was created to be purposely conceptual, not literal, as he explains: “we wanted to put together a more abstract video for this song made up of video clips and visuals rather than an orthodox music video. I’d been watching some great documentaries by Adam Curtis a few weeks before and I’d cite ‘Hypernormalism’ as an influence on this. We felt that the lyrics covered quite a lot of different themes, but in the end, all eluded to the same feeling of people not having control of their habits and the way they live their lives, ultimately. The song is about consumerism, entertainment, advances in technology and blind addictions. It’s a look into a dark world that feels like a simulation, where our real job now as humans, is shopping.” If you’ve ever contemplated Elon Musk’s hypothesis that we’re living in a video game of our own creation, you’ll relate to the song and the video. Watch it below. For more on Tender, check out our hopefully growing archive on them through here.

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There Goes The Fear is where we tell you about the latest music, gigs, and tours we love and think you should too.

We love music that has its heart on its sleeve, tells a story, swims around our head all day or makes us dance like no-one's watching.

TGTF is edited by Mary Chang, who is based in Washington, DC. She is joined by writers in England, America and Ireland. It began as a UK music blog by Phil Singer in 2005.

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