Entertainment Magazine

American Royalty’s Incredible, Abstract New Video

Posted on the 02 February 2012 by Thewildhoneypie @thewildhoneypie

The work of director Jeff Scher, American Royalty’s (@amrcnrylty) new video for “Matchstick” may be simple in concept, but the final product is elaborate, amazingly psychedelic and incredibly engaging. Displaying Scher’s skills in the creation abstract art, which has landed some of his work in the MOMA’s permanent collection, the video follows a series of brush strokes, patterns and images that compliment the song’s rock/electronic style and capture its movement with fluid transitions and beautiful coloring.

Even without the trance of paint and spiraling visuals, the song itself is well worth a listen. Beginning with delicately threaded piano, the intro slowly builds to a chorus of deep, stretched synth and punctuated drums. The most distinctive and impressive portion of the song, though, comes when the instrumentation breaks down into a frantic, deliberate mesh of crunchy guitars, electronic pulsing, and beating percussion before bouncing back to the chorus. With the exception of this bridge, “Matchstick” is actually pretty different from American Royalty’s other singles, which feature heavier electronics and thicker beats.

The Matchstick EP will be released next Tuesday on 7” and digitally on the 14th. Though the band won’t be making it to the East Coast anytime soon, they will be venturing down to SXSW for those of you attending. Tour dates are below:

02/09/2012 – Los Angeles, CA – The Echo w/ Class Actress & Superhumanoids
02/16/2012 – Los Angeles, CA – Townhouse Venice (EP Release Party)
02/18/2012 – San Francisco, CA – Rickshaw Stop
02/21/2012 – Portland, OR – Mississippi Studios
02/23/2012 – Seattle, WA – Chop Suey
02/25/2012 – Boise, ID – Neurolux
02/28/2012 – Salt Lake City, UT – Kilby Court
03/01/2012 – Denver, CO – Larimer Lounge
03/02/2012 - Vail, CO – Agave Lounge (Snow Ball Festival Afterparty)
03/08/2012 - Fort Worth, TX – Aardvarks
03/09/2012 - Houston, TX – Minks
3/10/2012 – Denton, TX – 35 Denton Festival
3/13 -3/17/2012 – Austin, TX – SXSW

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