3rd World Spectator have just dropped their music video for their single Once More, With Feeling - Watch it here and hear why South African music is top class!
“Once More, With Feeling” is notably different from any previous work from 3WS. The winning lyrics for their song not only inspired a change in sound for them, but also demonstrates their ability to adapt and evolve their music through different cycles. The song is an extremely complex song in terms of arrangements and execution, and also features a much more direct pop approach in terms of songwriting. The band employed Elan Schnider to assist with the synths and keyboards for the song, and he also became the fifth member of the band during the writing and recording process.
“Once More, With Feeling” was directed by Jennifer Pack from Silver Lining Pictures, who also came up with the best concept which the band felt grasped the feeling of the song in its entirety. Silver Lining Pictures, who also produced the band’s first video for their first single Ambulance, shot the video over the course of one day in Cape Town.
The video was produced by Willem Grobler – also the man behind ISO’s fantastic music video for their single Destiny. The video was shot with a RED Epic camera, which has been used on films such as The Hobbit, The Amazing Spider-Man, Star Trek Into Darkness and The Great Gatsby. The post-production process was quite intense seeing as how the team employed a technique that is rarely used in local productions by having multiple versions of the main characters in the same shot.
“The concept is about how life repeats itself in the same space. How we keep making the same mistakes and then eventually move on with our lives. It’s both liberating and sad, but it’s all about trying again.”
The video for “Once More, With Feeling” is much quirkier and more reality grunded in reality than any of 3rd World Spectator’s previous offerings, displaying a story people can relate to. The video portrays a living diary and documentation of a couple’s relationship, from the first day that they move in together to the day the relationship ends. It depicts the lyrics of the song, which are about capturing the glory days and the moments you treasure, but within those memories you’ll find both happiness and heartache.
“We are very proud of the video, as it bookends the first chapter of our career before we release our new album in early 2014. Fans can expect to see a different side of the band, both in performance and musical style. They can also expect repeat viewings to see little things in the video that they might miss watching it the first time around.“