While fans of singer/songwriter Jesca Hoop might have to wait a few more painful hours for the release of her new album Memories Are Now (out tomorrow, February 10), she wasn’t going to leave fans completely empty-handed.
Ahead of the release of her seventh studio album, Hoop drops off the visuals for her title-track, and things get a little trippy.
The majority of the video (directed by Annlin Chao) is mostly Hoop strumming the simple, muted guitar riff in a white room, letting the viewer focus on the layers and textures of that silky smooth voice. Throughout the video however, objects and sometimes Hoop herself will spiral or fragment outward as she sings that simplistic chorus “Memories Are Now,” highlighting the fleetingness of memories just like the physical fleeting of the objects in the video, creating a mesmerizing effect to pair with the equally trance-inducing song. The combination is simple, yet surprisingly deep and mesmeric.
In addition to the release of her new album, Hoop will hit the road this winter to support the new album. Check out the new video below and pick up the album when it drops tomorrow.