Watch the world first interactive music video for ‘Carry Me’, by award-winning creative company Powster.
The innovative video reflects the album artwork, paying homage to the great Eadweard Muybridge, known for his pioneering work with stop-motion photography; this echoes the theme of ‘continuity’ which the album is subtly based around – essentially it is a series of beautiful melodies built around clever loops, all in one giant loop.On the band’s hugely ambitious and personal record Jack Steadman says: ‘I feel like we’ve found the balance between making it interesting and intelligent, but also not highbrow or elitist’
Guitarist Jamie MacColl adds: ‘The whole creation process was a really honest one. Jack’s not afraid of us saying a part or lyric doesn’t work so we were able to all be very involved at every level’.
“I think in terms of the album, there’s a romantic side of it,” says Jack. “There’s a relationship that always seems like it’s in the lurch and ending, but it prevails nonetheless.” A metaphor for the band? “I hope not!” says Jamie. “I do think it ties into our lack of cynicism, though. More than on any of our other albums, there is a feeling of hopefulness.”