Sigur Ros prefaced their music video competition, for any single off their new album Valtari, with this: “We never meant our music to come with a pre-programmed emotional response. We don’t want to tell anyone how to feel and what to take from it. With the films, we have literally no idea what the directors are going to come back with. None of them know what the others are doing, so hopefully it could be interesting.” – Sigur Rós bassist, Georg Holm.
Check out the video here:
With that as a guide Floripa creative director, Ross Clarke, set off to create visuals for the Sigur Ros song “Ekki Mukk”. The video is a blurred vision of the happiness that companionship brings, as well as the inevitable loneliness of finding love. An experience shared between London, Rio, and even Florianopolis.
The images float perfectly behind the minimal instrumentation and soaring emotion of Sigur Ros’ composition. From the outset Sigur Ros highlighted the fact that they don’t believe they should dictate how their listeners perceive their music, and Clarke isn’t dictating either. Rather, his video runs alongside the song as a companion, not an imposition.
And support El Capitain down here at Floripa, Ross Clarke.