Witness Purity Ring Surrounded By Thousands of LED Lights
Curated by Purity Ring themselves with direction by Cecil Frena and Alex Fischer, the duo have released an enchanting, light-filled music video for "heartsigh". It's a beautifully quaint track that Meghan James and Corin Roddick have produced, quite similar in aesthetic to the signature, cutesy Purity Ring sound. In an atmosphere full of hanging strobes, lightbulbs and eerie dancers, the visuals showcase an installation by British collective Squidsoup. The art piece features over 2,500 hanging LED's, making for quite a lovely place setting for a video to be shot. In a recent press release, Meghan says,
"It was an honest collaboration that combined the ideas of the band with the talents of the directors, dancers and crew. The video consists of the many elements we have created and chosen to express in a live context, but has an added sightline of being in another world, keeping the past in arms with the present and holding a bit of magic in the dark."