The ability to make and distribute music videos used to be limited to a relatively elite level of performers, but with cheap technology and free digital distribution, anyone with at least a song and a smartphone can make one. Consequently, there’s been a biblical-level deluge of them, forcing creators to take increasingly contrived routes to getting noticed—hence the numbing amount of NSFW clips trying desperately to shock viewers, or elaborate, Rube Golbergian ones like nearly all of OK Go’s videography, where the gimmick far overshadows the music itself.
Compared to its stunt-dependent competition, the video for indie-pop duo Amoureaux’s “Lost the Plot” is an elegantly understated breath of fresh air. It stars dancers Reshma Gajjar and Hunter Hamilton (who in the past have done work for Madonna and Sia), choreographed by Kitty McNamee and directed by Miles Crawford, with little to distract from their performance. Amoureux bassist Holiday J and drummer Nicole Turley are both former dancers, and the collaboration with McNamee and Crawford highlights how much they’re still focused on rhtyhm.
“I fell in love with the rawness of this song,” writes McNamee in an email. “It swept me in. I think it triggered a very personal response to the music.”
“I was intrigued by the idea of stalemate,” Crawford adds. “All the moves have been tried, and yet we aren’t ready to give up the game. In the repetition we lose our way, our purpose. We go at it again and again, finding the same result, until finally there is nothing, but to let it go. That, and I wanted to play with flour.”