The purists would have you hanged, drawn and quartered for saying that in today’s day and age, a good song needs a good video. The simple truth is that the internet is going to demand it. So herein lies the dilemma, do you produce something for the sake of having it? Or, do you do what Sold Ash have done? That being said, they have produced a streamlined and sexy dark short film to represent their track “AVOID”.
The track itself is an esoteric wet dream. “AVOID” is a beautifully arranged alternative track that has clearly been painstakingly written and recorded. The production on the track is A grade. And the same type of care has been afforded to the video.
Drawing from early 2000 films like Underworld and Resident Evil, the sinister sequences are superbly shot and edited. The story line highlights a fever-dream like narrative. Exploring the balance between dream and consciousness. Stylistically the balance between visuals and music is almost perfect. And in keeping with their impressive releases throughout the year, Sold Ash just keep laying that foundation for even greater things to come.
Feature pic supplied by artist
