(SXSW 2016 flavoured!) Video of the Moment #2051: Nai Harvest

By on Wednesday, 30th March 2016 at 6:00 pm
 

Sheffield duo Nai Harvest and their self-described genre of slacker punk got an extra special boost in promotion early Saturday at SXSW 2016. They appeared first in an afternoon line-up at the British Music Embassy at Latitude 30 called Northern Powerhouse, which is exactly what it sounds like: a barrage of hard-rocking, loud and proud Northern acts, one after another.

While I myself questioned the wisdom of this on the last day of SXSW, when everyone’s already way past feeling rough – I mean, do you really want to get your brain bashed in again, and four times over, when you could be outside, enjoying possibly your last rays of sunshine for a while? – the crowd at Latitude were clearly up for it, chomping at the bit from the word go as soon as Nai Harvest took the stage. While the boys from Sheff admitted making a massive mistake in forgetting to pack the ever important Yorkshire Tea in their suitcases (lads, you could have *asked* me, I would have brought it to you!), whatever else they drank or ate gave them plenty of energy to get the job onstage. ‘Just Like You’ is their newest single out and available this week from Topshelf Records, and the video is, well, a little odd. Ben Thompson and Lew Currie are joined by Mancunian photography and visual artist Natalie Wardle, whose explanation to Stereogum about the promo is included below under the embed.

[youtube]https://www.youtube.com/watch?v=qzKfca4-xsY[/youtube]

“This is a comical observation and short performance highlighting how we (the human race) start the year focusing on our obsession with body image, following the trend of ‘getting in shape’ and how we’re always trying to ‘better ourselves’ by making these crazy promises to ‘stop doing this…’ and ‘start doing that’…

However, things turn sour when people around us lose interest and we’re fighting a battle with ourselves to keep up the work out will power. Finally, we give up! Back to our old ways like everyone else, ‘just like you’. There’s always next year.

We shot this video in one take to illustrate that if we put our minds to something we can achieve it, but it’s never going to be perfect.”

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