50’s inspired indie rock band The New Electric Sound knows that when it comes to music, style is key. It’s no surprise then that their music videos are highly stylized works of art. With the release of their latest music video for their song, “Chills”, they delve into the world of Kawaii, a Japanese word for cute. Kawaii is not only a word but a style where everything it touches is made adorable and sweet and with the song’s vintage feel and darker lyrics, it’s the perfect contrast.
The song is a seamless mix of old and new rock, like many of their other songs. Opening with electric guitar, lead singer Scott Vance sings about a girl who falls for a man other than him. As the song continues, a keyboard is introduced and the drums hit a classic 50’s beat.
Everything screams “kawaii” in the band’s video, while the song gives it a rock edge, contrasting with the sweet effect of the pastel hues. The video opens on a girl with blue pastel hair getting ready for a bath. The different colored bottles and sponges in her bathroom, with cute little faces, wait in anticipation to be used by her. The blue bottle who sings, waiting for his turn to be used, is constantly passed over for a different bottle and sponge, continuing to sing about the girl who gives him chills. Finally, she picks him, only to use him quickly.
Watch the music video for “Chills” below:
With such distinctly stylized videos and songs, it’ll be interesting to see what The New Electric Sound comes out with next in 2018.