So many music videos today are so flashy and busy that it seems like they're actively trying to distract from some deficiency in the music they're supporting. The perfect music video, which seems to actively enhance the content of the music, is increasingly rare with videos like Grimes' "Oblivion" only coming a couple times a year. British pop stars The Scheme
have perfected just the right dose of understatement for the music video for their gorgeous new track, "Dust."
We're premiering the video for the song today, and the track itself is beautiful. Combining the soaring, multilayered harmonies of the group with elegant production and some scintillating piano lines. These young London pop-rockers understand their way around both harmonies and melodies and it's on full effect on the track. And it's the combination of the song's natural beauty with it's minimalistic, interpretive dance video that manages to find the sweet spot of pop beauty and class.