PREMIERE: Twin Foxes “I Need This” Video

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As genres expand, descriptions lengthen and band names lose their vowels, it’s safe to say that the “standard” music video is no longer with us…at least, not as a requirement. Storylines are cool but not key, and I think the same goes for the inevitable shot of a group playing in-garage.

If there’s anything audiovisual examples of The Books and Sufjan Stevens have proven, it’s that sometimes a collage is better than a delineated plot. We can learn more from pieces.

So take a patch-worked trip back to the ’50s and ’60s fold in Twin Foxes‘ video for “I Need This,” the twangy track available on demo here. A collage of TV commercials from these eras, the video spotlights material indulgences, from cars to bubble gum to the television that illuminates our cravings for both.

Here, Providence’s Twin Foxes spark us to think about what “needing it” means and, more importantly, what needing too many objects can lead to. The song’s eventual tumble into cymbal-heavy noise suggests that doing so will lead to somewhere dark. The video’s parallel fall into haunting imagery suggests that we won’t like it once we’re there.

Check out the video for “I Need This” below.