Boundary breaking videography in Shy Luv’s newest clip
Manchester disco duo SHY LUV have broken the boundaries for music videos with their newest production for their track featuring UK RnB singer JONES, ‘Shock Horror’. SAM KNOWLES AKA KARMA KID and ARMERIA are the two halves of Shy Luv and their brand of cosmic disco has been forcing itself through the UK soundscape, making a name for themselves as a force to be reckoned with. Now, they’ve now made a name for themselves in the realm of video too.
CGI effects and oversized statuesque women are the star of this show. The video has received over a quarter million views since being released further enforcing the tidal wave it has produced. Staying true to the track’s name, it really does feature a bit of ‘Shock Horror’ with human bodies being rag dolled around through the air, clashing with clones of themselves in the most unrealistic of ways. It’s surreal given the smooth disco grooves and seductive vocals sucking you in.
It’s like sky diving without a parachute, not too dissimilar to the idea of falling in love. However shockingly horrific these free-falls seem, as the video progresses its easier to get to the heart of the sentiment, because these clones begin to fall in tandem in the shape of the heart – insinuating the idea that the video is a rather abstract metaphor for falling in love.
Falling in love isn’t always the carefully planned flight you think it might be and sometimes you clash in a emotionally horrific way. The mark of a true genius is how they’ve used such an abstract concept to portray such a familiar emotion.
It’s fair to say these young gents have a bright future ahead of them. Keep up with these dudes, I can’t see them disappointing anytime soon.
Words by Steve Copp