Semi Precious – experimental lounge connoisseur, South-East Londoner Guy Baron – gives us a taste of his sun-drenched, smoothly breezy pop delivering, with this stunning video for charming new single ‘Sun Lounger’.
Speaking of the aptly Francesca Riley-produced video, with the help of 2 skilled architects, Haakon Egil Lie and Djordje Kovacevic, visual artist and video maker Francesca says: “I wanted the process of making the video to mirror that of the track and album itself. Sampling the slick renderings of the architectural world, to expand on the idea of lounge living, seemed like the perfect fit. New landscapes have been formed through the editing, as the proposed buildings morph into their surroundings and these sites of cultivated nature begin to appear”
“Sun Lounger is about the craving for a sterile, exotic “elsewhere” – explains Semi Precious – a longing to immerse in a sanitised impression of reality. When I wrote the track, I was, strangely enough, quite hooked to the world of real estate and I become somewhat obsessed with all these sun-drenched, utopic architectural mockups – so it felt quite natural to use this type of imagery for the video as well” The new track is lifted from his debut album ‘Ultimate Lounge’, out now via squareglass. The album is a collection of complex and yet catching electronic gems, that somehow reflect on and challenges, “the illusive veneer of things we call ‘precious’: capitalism, society, or even the music itself…”
Semi Precious will play his album launch on July 28 at The NINES, Peckham, London: Info Here
Photography by Barbora Mrazkova