Diet Cig – Maid of the Mist (Music Video)

by Steven Spoerl

To say that the past few weeks have been tumultuous for Diet Cig would be a massive understatement. From an NPR First Listen premiere for their debut album to a conversation-starting Pitchfork review that offered up some scathing criticisms, the duo has seen stratospheric highs and harrowing lows in very quick succession. True to their nature, they haven’t seemed too affected by any of the chaos swirling around their characteristically carefree epicenter.

Even with all of that happening, the duo managed a small but significant triumph in the animated clip for Swear I’m Good At This highlight “Maid of the Mist”. A lot of Diet Cig’s appeal comes down to guitarist/vocalist Alex Luciano’s defiantly optimistic worldview and unfettered sincerity (especially in a time when both of those things are topics of derision for one too many people), a trait that Mazzy Bell wisely plays up in this clip, which also doubles as a lyric video.

From the simplistic animations to the vibrant colors, Bell complements Diet Cig’s aesthetic with ease, rendering “Maid of the Mist” one of Diet Cig’s most representative — if not the most representative outright — offerings to date. It’s a quietly sublime work that coaxes maximum impact out of Diet Cig’s latest career highlight, enhancing its numerous strengths by mining the basics. Playful, effective, and surprisingly striking, it’s a perfectly-timed reminder of why so many people already know this band’s name. If they keep approaching their craft with this much thought, a whole new slew of converts will be waiting just around the corner.

Watch “Maid of the Mist” below and pick up Swear I’m Good At This from Father/Daughter (in conjunction with Frenchkiss) here.