One ‘El of a vid…

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227060 209384779082903 159983010689747 710876 1180259 nYou might well recall last week when we wrote about a brilliant new electropop song to come out of Sweden, Ely’s ‘Break Me Down’. ‘Tis still there, for reference, repeat listening, and adoration.

Anyway, we’re delighted to be give the opportunity to write about her, and indeed IT, again today. For this morning saw the premiere of the song’s pop vid, filmed in Stockholm last month. Like the song itself, it’s an interesting exercise in trying to find the perfect balance between grim despair, and clubland glamour. The glamour bits are subdued to a minimum though, with just subtle glimpses of neon light and dancefloor choreography flickered throughout. It wants to be dark!

It succeeds;

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