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Video Premiere: Heavy Startup – Hope & Social


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With a career spanning over eight years and five studio albums, we are pleased to have the first look of the latest video from Hope and Social, for ‘Heavy Startup’.

Old school-styled accompanying visuals are weirdly mesmerising; playing with shadows and toying with developed film. Looking down the woozy lens, we see the smaller, taken for granted moments of life; a swan, a park, a beach, that heighten the euphoric story-telling of the lyricism.

Modest, it was created by Anthony Barkworth-Knight.

“I love the story behind it. After we'd commissioned Anthony, he did some research on the band members, found where we'd first met, where we grew up and set off on a road trip to those places. The video is a composite of the journey, and the scenes he and his partner saw on their journey,” says Rich Huxley of the band.

Lifted from their latest full length, ‘Feel’, it does exactly that. Wonderfully tactile folksy textures of dark acoustics and drum machines can be unpicked. Momentary electronic sounding glitches purr and zap over the rich, silk vocals that ooze soul.

“’Heavy Startup’ was one of those songs that goes through a transformation from conception to completion. In our early demos, there's a bloated bombast to the production; that's partly why it's called ‘Heavy Startup’. A bit overly serious and just not quite in keeping with the lightness of a lot of the album.

“Thankfully, we were able to re-approach it. Delete. Flatten. Rebuild. Slimmed down, we were able to keep some of the '50s references that were there in the early demos, slip in a miniature drum machine, and a whole lot of backwards, finger-licked piano in there, and call it a do. It's all the better for it. Promise. [winks]”

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