Loveday 'Close'

Loveday is determined not to be ignored on her fresh, new Directorial debut music video for “Close.” In the vein of Lana Del Rey’s famous self-made video for her acclaimed song “Video Games,” due to its resemblance of low budget footage and twisted, experimental narrative over a Slow-Jam, Electro track, Loveday presents a vintage style concept which makes a conscious effort to stay in sync with the raw, yet colourful music production.

As indicated in the video’s finale, where the singer reveals a tiny portable camera in the reflection of a mirror, Loveday intentionally steered away from the HD quality of the newest I-Phone or a hot Canon, and delivers a whirlwind of events, showcasing interesting imagery such as a piano playing on its own or by an invisible musician pushing down on the keys, a tattooed man smoking in his car, a chess board and you are temperamentally brought from the underground stations of London to a seaside resort, all of which can seem very puzzling and hard to interpret, which is one of many ways in which Loveday ensures this to be an experience of wonder and curiosity.

Her opening line “I won’t tell you that I need you, can’t say it if it’s not true,” sung in a unique tone, a cross between Lilly Allen’s British accent and Ellie Goulding’s angelic style, and the simplicity and honesty of lyrics such as “I’ll keep it simple cause’ I’m shit at explaining how I feel,” adds to the distinct quality of “Close,” keeps you intrigued right up to the Katy B-style Ad-Libs in its final chorus, and makes you want to get ready for a night out on the town, just like those featured in Loveday’s footage of the UK clubbing scene. If Kate Nash ever decided to go in a trippy Electro direction, it would definitely sound something like this.