The Ninth Wave reveal the arresting video for their new single “Half Pure” which is out now on Distiller Records.
The “Half Pure” visual was shot by Rianne White (The Proclaimers, Young Fathers) and is the latest addition to The Ninth Wave’s catalogue of emotive, conceptual short films. It’s a morbid reimagining of a Victoria’s Secret show, incorporating elements of classic ’90s anti-fur campaigns and Alexander McQueen’s iconic runways. The concept is inspired by deploration of the consumerist, superficial nature of modern society and how overwhelming it can be to live in a “plastic World War III.”
Speaking about the video, the band say: “The video portrays the result of answering to the expectations set by the vain society we are all a part of.”
“Half Pure” is The Ninth Wave’s first release off the back of a game-changing 2018, which saw them garner support from the likes of BBC Radio 1, The Guardian and NME and sell out a homecoming headline show at the 600-capacity Saint Luke’s, Glasgow. The Glaswegian four-piece were recently named one of Amazing Radio’s Tips for 2019 and are currently gearing up to tour the UK with whenyoung, ahead of a support slot for CHVRCHES at the SSE Hydro Arena, Glasgow and an appearance at SxSW. Aside from their audacious sound, the band have turned heads with their immersive live shows and striking visuals, capturing the attention of Hedi Slimane and Charles Jeffrey, to name a few.
Watch “Half Pure” below and stream the single on Spotify. Also, connect with The Ninth Wave on their social media and check out their official website.