“Lofticries” is the latest cut from Purity Ring’s remarkable debut long player Shrines to get the video treatment. Bathed in darkness, we follow a surreal cycle of unsettling events as the video’s acclaimed director AG Rojas marries the Canadian duo’s meticulously produced ethereal pop with a chilling narrative of “conception, birth, sickness, and death”. The result is a bold video that should serve as a timely reminder to cement Purity Ring’s debut record on everyone’s end-of-year lists.
[youtube]http://www.youtube.com/watch?v=GO00ELNct7k[/youtube]
Purity Ring’s Shrines was released July 24th on 4AD.
