Indie-psych duo HI FRISCO unveil new video for ‘Gold’ – Watch Now

Hi Frisco

After returning at the end of May to deliver their bold and explosive new single ‘Gold’, East London-based duo Hi Frisco now look to turn things up a notch as they deliver the brand new video for their latest release.

Filled with bright and psychedelic animations, courtesy of Alex Evans at Flower Up, the new visuals perfectly express the soaring and cacophonous energy of the original release. Cut together in a cinematic melee of colourful shapes and emotional imagery, the video perfectly accompanies the pair’s own unpredictable and vivid disposition.

Speaking about the new video, the creator Alex Evans said, “It was a pleasure to create for Hi Frisco and their song Gold. When learning of the song’s meaning I wanted to convey a visceral emotion through craft. Through frame by frame hand-drawn animation coupled with collage textures, I created a tangible “hand” craft, echoing the song’s core meaning. It, therefore, demonstrates our personal journey from A to B and the battles we face in between. The animation delves into the notion of becoming our own worst enemy – we push ourselves down, hold ourselves back, but ultimately I wanted to celebrate the trials and tribulations of Gold’s message. The regular internal battles which we endure in which our minds can become clouded with more and more clutter and distraction (suffocation by piled repeating animation) are eventually thwarted and lead to clear thought. The cohesion between our highs and lows, allows us to triumphantly reach the conclusion of our journey.”

Watch the video for ‘Gold’ – BELOW:

Back in November, the band released their debut single ‘Snowfall, picking up praise from online tastemakers including The Line Of Best Fit, Fault Magazine, The Most Radicalist, Atwood Magazine and Record of the Day to name a few. ‘Snowfall’ packs a wobbly, disorientating structure but pairs it with hypnotic melodies – it’s intense and intoxicating.

Their follow-up ‘The War’ was greeted with equal praise for its fresh and vibrant direction. Matching much of what they displayed on ‘Snowfall’, the outfit looked to bring an even bigger and grander showcase of their quality, proving to us that their debut track was far from a one-off event.

The pair, originally hailing from Blackpool (Henry) and Yorkshire (Felix), create in their studio, Calmer Than You Are (one of the many Big Lebowski references surrounding the studio) based in a block of creative spaces in East London. They built the studio with another friend, kitting it out to be cosy enough for them to virtually live out of while promoting creativity. It’s the kind of place to lose days in, though you’d be safe in the knowledge that anything put down in this space would no doubt come out sounding special. What they create is the perfect middle ground between experimentation and smart pop writing.

But who is Hi Frisco? Named after a greeting from the novel, Atlas Shrugged – Henry has been writing and performing as a session musician and guitarist for several years, with work alongside Say Lou Lou, Chlöe Howell, Sunset Sons and Sparkadia. Felix, meanwhile, takes on more of a producer role in the two. He’s worked as a studio engineer with some of the biggest names in the game and has also produced songs for some of Britain’s most exciting new bands like YAK, Crows, Babeheaven and more.

“Around the end of 2017, I’d written a load of demos and no idea what the fuck I wanted to do,” Henry says about their origins. The pair started running in the same circles in London towards the end of 2017, and when Henry took them to Felix in a casual capacity, the two hit it off creatively immediately. They bonded over bands like Love, The Beatles, Kinks as well as current bands like Metronomy, Unknown Mortal Orchestra and Caribou and this led to the conception of Hi Frisco.

Work on their debut album is now complete, following further experimentation and sharp songwriting taking place in their hallowed studio space.

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