After being out for a good few months now, perhaps the greatest track from Purity Ring finally has a music video. When it was released back in July, “Loftcries” gained the group considerable popularity and it now has some interesting visuals to accompany it.
The video simply follows several different characters across various scenes with some impressive transitions between each. I’m sure I’m not the only one who struggles to see any sort of connection between the video and the song but it would be hard to dampen this track with any sort of visuals.
The song was the most popular on the pair’s debut album Shrines, which combines a unique blend of 80’s synth’s and drum loops with some warm vocals from the singer, Megan James. These contrasting flavors do actually work well together and it is a combination that should be checked out.