Heartbreaking Bravery

March 2018 packed a hell of a punch in nearly every major musical release category, with the notable exception being music videos. There were a lot of solid clips that found release but only a scant few that managed to cross the threshold into “genuine standout” territory. Three of those are listed below, covering an intriguing range of styles. One of the young year’s best lyric clips, one of the best tracking shots, and one one of the most tonally effective clips comprise this list. Watching the trio of videos is a short journey compared to several of these lists but one that’s extremely worthwhile.

1. Peach Kelli Pop – Drug Store’s Symbol of Happiness

The concept of Peach Kelli Pop‘s “Drug Store’s Symbol of Happiness” is a simple one but its execution is so meticulously detailed and flawless, the entire affair is considerably elevated. The staging, the imagery, and the song manage to coalesce into something that feels thrillingly complete. A song is sung, a camera follows, and little slices of life flicker away in the background. It’s just a few ingredients but sometimes that’s all a capable director needs to craft one of the most magnetic clips of 2018’s first quarter.

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2. Snail Mail – Pristine

Snail Mail have been riding a richly deserved wave of critical acclaim over the past year, finding clever ways to get their material a boost and making sure their live show is a next to an unmissable event. Matador Records took notice and found a way to secure the rights to the band’s upcoming record, a smart move that’s already paying dividends with the charming and characteristically lo-fi lyric video for “Pristine”, which subverts and breathes life into what’s become a needlessly restrictive format in recent times.

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3. Harry Permezel – Wax Man

Typically, an act leaning heavily into influences from around two decades ago will skew closer to the likes of Built to Spill and Dinosaur Jr than Grandaddy, Sparklehorse, or Heatmiser exercising their softer tendencies. Harry Permezel’s “Wax Man” falls squarely into that latter category and the clip that’s accompanying the song is all but a portal back into that world. It’s laced with nostalgia, beautifully crafted, and immensely effective in conveying the faded sensibilities of both that era and Permezel’s own music. All told, “Wax Man” is a journey worth taking.