THE BLUE RUIN – ‘Hit Hard’

A splendid video indeed. This has a finite sense of exuberance to match the underground rhetoric that is cornered in the sound. Not only does it feel edgy but it looks the part too. The trinity of cut-away segments making up the ‘mug shot’ of the band is something that is rather interesting. The underground kitsch from the guitar work furnishes this with a satisfying sense of completion. Visually it is incredibly rich. The 1990’s allure of it does kindle a comparison with any number of indie credible bands that were strictly for the cool kids; from Garbage right through to the more mundane like Elastica, but it is not a hipster effort by any stretch of the imagination. If anything it is a rather honest offering of art in the form of a music video.

For more cutting edge music check out the latest issue of Unsigned & Independent

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