Pure X's "Easy" Video Debuts

Pure X - "Easy" from Malcolm Elijah on Vimeo.

Locals Pure X released a video for the standout track "Easy" off of their debut record Pleasure. The video was directed by Malcolm Elijah and it features the band, fish, and some light S&M (so probably NSFW, but watching music videos at work is probably also NSFYourCareer. There's that). About the video: "We're very excited to present the video for Pure X's "Easy," the first in a series from Pleasure that visually explore the record's themes of pain/pleasure and agony/ecstasy. In collaboration with director Malcom Elijah the band works with images of numbness and the pleasure of control. These images, in the context of a traditional music video, reflect bleak lyrics in the context of a semi-traditional bright-sounding pop song."

Also, here's a piece from the New York Times about "the woozy in indie rock" which includes a breakdown of the band's aesthetic. It's a little odd to read a sentence like "[e]verywhere, everywhere is sludge" and not think of the Melvins, though.

Pure X: [website]