Raw post punk genius weirdos CRACK CLOUD have a new 7″ called Anchoring Point coming out June 24th via Good Person Recordings, and today we’re happy to be bringing you a premiere of their video for one of the tracks off this release, “Swish Swash.” Not only is Crack Cloud’s music cheeky and catchy as fuck, but this visual is just as addictive. It’s also holding a cracked mirror up to the reality we are told how to interpret, and reflecting our experiences back at us in an almost disturbing, but highly entertaining way. You can pre-order Anchoring Point right here and now…
CHOY: Society is always changing. Value systems are rebuilt and old constructs are denounced. Motivations are reinterpreted and new challenges will always surface. We are a culture of many narratives; “Swish Swash” is a reference to the ebb and flow of our worldview from its shaky mythological foundation. We mix bygones with topical symbology to represent the malleability of collective-consciousness. From Pepe The Frog to Trudeau in a headdress, our intention is to capture the banal, exploitative nature of the television we watch and the clickbait we read. We play archetypes as a consequence to the shapeshifting propaganda of our time.
MOHAMMAD: Growing up in Alberta as a young muslim I was met with a lot of racist rhetoric that kind of defined the path of my life. Interest in social politics grew as I wavered in and out of impressionable views. Peers would turn to activism while others turned to radicalism. The internet was growing and media was expanding. We’ve now come to a point where kids are possibly growing up watching live-leak while ISIS is cutting pro-wrestling promos. I wanted the video to feel like it wasn’t supposed to be watched. The animation is supposed to act as a rorschach-type effect; engaging the viewer’s subjectivity by means of re-appropriating popular symbols in succession of one another. It was important to portray the happenings of my life symbolically parallel to the current issues of these times.