Purity Ring ‘Push Pull’ (Official Video)
Just over a month ago, two years on from the release of their debut album Shrines, PURITY RING released their track ‘Push Pull’. This track restored any doubt we once had in regards to the duo ever releasing new music again, and I can safely say that it was well worth the wait.
PURITY RING is the combination of MEGAN JAMES and CORIN RODDICK. With JAMES on vocals and RODDICK in charge of production, the two create a sound of futuristic pop, easily distinctive and unique to their own.
Directed by Renata Kaksha, there’s not too much that can be said about this video – it’s just one of those things you have to witness. It begins with a shadowed JAMES mouthing lyrics as indicated by the bright pink light shining out from her mouth. This soon progresses to JAMES tossing and turning around amongst an ethereal backdrop, one that first resembles a night sky, then later turns a bright pinky-purple colour – mad futuristic feels!
Although not too much happens throughout, for some reason you’ll find it hard to take you’re eyes off this clip. Check it out for yourself:
The clip drops just weeks after their latest release ‘Begin Again’, the second track off their upcoming album, Another Eternity, due for release at the beginning of March via 4AD.
Words by Clare Mingorance