In the video for "way it goes," (no caps here), Hippo Campus take you on a snowy cabin getaway, even though the soundtrack is sunny, 60s-influenced indie pop. Signed to Grand Jury Records (home to Day Wave and Mothers), the Minnesota quartet's oscillate between melancholic lo-fi gems and colorful, energetic tracks, think Ezra Koenig fronting Real Estate. Lifted from their forthcoming album landmark, out February 24th, "way it goes" skews towards the latter, bringing a certain kind of teenage nostalgia with it. It's pretty much the perfect song to get lost to, driving down the 405, your hair whipping in the wind.
Shot in early spring, on a frozen lake in Cumberland, Wisconsin, this video—premiering below—provided a moment of clarity for the band: a realization of the effect social media has on our culture. "We exist in a world where our main news source is a social media website: materialism is our dogma," says lead vocalist Jake Luppen. "We seek to control the way our peers perceive us. We engage social issues as a backdrop for our personal drama. It's the rare moments when we can escape from this artificial reality, that really matter."
Watch below.
Hippo Campus Tour Dates
27/1/17 - Thekla, Bristol
28/1/17 - Sound Control, Manchester
29/1/17 - Stereo, Glasgow
31/1/17 - Belgrave Music Hall, Leeds
1/2/17 - Dingwalls, London
from noisey http://ift.tt/2iDlekr
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