Video of the Moment #1797: East India Youth

By on Thursday, 30th April 2015 at 6:00 pm
 

Off his brilliant sophomore album ‘Culture of Volume’ out now on XL Recordings (I reviewed it here), Will Doyle aka East India Youth has a new promo out this week for album cut ‘Beaming White’, which he’s described as “a Pet Shop Boys-style pop banger”. I imagined based on the style of the song, the music video would have to be set in a club to have the right atmosphere, but Doyle instead chose a car of all things as the focal point for the promo and indeed, the beginning of the video looks like it would work as a luxury automaker’s telly advert.

Well, until the car gets a bit crowded. If you listen to the lyrics, there is the contrast of the dark and the light (“you showed me the dark, and the rest was beaming white”), and the video parallels this contrast in the peace of a solitary driver with the sensory overload of bodies and limbs in such a confined space. Watch it below.

East India Youth is currently in America, with his North American tour to support ‘Culture of Volume’ beginning tonight, the 30th of April, at the Casbah in San Diego. The tour runs until the 15th of May in Philadelphia, after which time Doyle returns to the UK for a run of dates in May and June, supported by Hannah Peel.

[youtube]https://www.youtube.com/watch?v=unAWRRdB538[/youtube]

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