The History of Apple Pie – Jamais Vu (Music Video)
by Steven Spoerl
This week was kicked off in powerful fashion thanks to the most recent additions to the never-ending avalanche of new releases. Mitski, Slothrust, and Jeff Rosentstock all had outstanding new songs, increasing the anticipation levels for each of their upcoming records. Mary Timony’s newest project, Ex Hex, have their upcoming record streaming in full over at NPR’s First Listen. On the music video side of things, Nothing offered up a sinister clip (directed by band member Domenic Palermo) composed of nothing but home invasion archival footage for a recently-remastered early acoustic version of “B&E“. There were also two visually stunning videos that surfaced from Haley Bonar and The Bug, the former being a gentle oneiric caress and the latter being a masterfully composed nightmarish descent of towering proportions. The History of Apple Pie staked out a place in a similar camp with their visually meticulous clip for Feel Something highlight “Jamias Vu”.
Director Alistair Redding has said that the video for “Jamais Vu” took cues from French New Wave pioneer Jean-Luc Godard and indie darling Wes Anderson. From the Robert Yeoman framing symmetry to the highly stylized art production, both influences cut through the clip like a knife. It’d all be distracting if it didn’t wind up being a perfect complement to The History of Apple Pie’s particular brand of whimsy; their exceptional fuzz-cloaked outsider pop somehow given greater emphasis by the striking visual palette. They’re a band that seems to operate in multicolor already and they’ve found a perfect match in Redding’s distinct and well-versed grasp on varying filmic influences. At just past the minute-and-thirty mark, there’s a long shot that switches the focal emphasis to the environmental foreground (which is generally relegated to the backdrop), double-framing the character subjects and providing a perfect point of reference for the composition mastery on display in “Jamais Vu”. Guns fire stars, uniformly dapper battalions stride through fields and scout the woods, and the whole thing’s brilliantly soundtracked by the song it was designed to enhance. It’s a monstrously winsome work of multimedia perfection, with every element working together to hit a surprisingly comprehensive level of artistry. “Jamais Vu” is far too fun to miss.
Watch “Jamais Vu” below and order Feel Something from the excellent UK-based Marshall Teller Records here.