New Music Video: Purity Ring
    • FRIDAY, JUNE 01, 2012

    • Posted by: Kara Parker

    On paper, Purity Ring's sound should not work. Their beats are choppy while ominous harmonies drone behind the light and airy vocals of lead singer Megan James. Still, Purity Ring's sound is completely, remarkably, and undeniably unique and make no mistake: it works. The dou's (Megan James and Corin Roddick) highly anticipated debut album Shrines is set to release July 24 by 4AD and they've recently debuted their first video for the single "Belispeak." Set in a dark, futuristic, neon swamp the video captures James' battle with the darkness before being consumed by it. While the story might suggest a defeated James, she emerges a newer, stronger, triumphant swamp monster. Admittedly, it sounds odd, but visually it's stunning and definitely worth checking out. Purity Ring is a band worth keeping on your Summer radar.

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