Watch the video for Jack River's rad new single Fool's Gold, shot in Perth by Matt Sav
It comes just in time for Electric Lady Festival next week.
Fool's Gold, the new single from Jack River, feels like an artist truly arriving. Since Holly Rankin launched the Jack River project last year, it's always felt like it's been just out of reach, a bit too mysterious to fully connect with. But 2017 feels like the year Rankin opens herself up a little more - Fool's Gold and it's awesome new video clip, which she co-directed with Perth visionary Matt Sav, feel like an artist ready to let us in. On the track itself, she said: “I was alone in New York, chasing shiny things. The verses were spinning around my head. I was annoyed at myself for falling for the same things over again without them giving back. But I also knew how human it was to feel like that, and how I’d probably come up against this feeling again and again. I wanted to write a song for that emotion – the relentless humanity in thinking something is gold when it just isn’t. The hope and sadness and repetition, but the sweetness of truth once you find it. It’s also kind of about realising that your fool’s gold is often someone else’s gold and feeling momentarily lonely, but okay with it.” – explains Jack River.
As mentioned, it comes with a surreal new video clip she co-directed with Matt Sav, shot in Perth (although having a very United States feel) and delving into a bunch of different characters, reflecting the emotive nature of the dreamy track: “Matt and I wanted to illuminate the lyrics in surreal ways. With the aesthetic we wanted to pay homage to the musical production – shifting between super grainy and highly produced tones. Aside from the deliberately apparent scenes with the couple, there is a constant line of surrealism between the subject and what they want. Matt nailed that elusive line of thought between the songwriter and director."
The track and clip, combined with the impending launch of Rankin's own Electric Lady Festival next week (more info below), feels like the arrival of a pretty special artist on the Australian music landscape, and I for one am looking forward to seeing where she takes it.
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