On-The-Go – ‘In The Morning’: Movie-Like Music Video Ahead Of UK Tour


Talented Russian indie-pop band, On-The-Go strive to make music of the highest quality, and as a result, found their debut album reach the top of the Russian Charts.

This resulted in them being invited to perform alongside the likes of She Wants Revenge, Foster The People, and The Horrors, while their music is compared to The Wild Beasts and The XX.

On-The-Go’s music video for their song, ‘In The Morning’, has been created to appeal as a blockbuster movie, rather than a video. With an intense and action packed storyline involving high speed motorcycle chases and romance, it’s more akin to James Bond than Justin Bieber.

Bassist Dima Midbord speaks about the video:

“We’ve done a bunch of videos with Yura and his Feel Bad Movie production team in the past three years and it is very interesting to follow the evolution of their work with us and other projects: the work becomes more and more cohesive and mature.”

There’s a lot of good use of symbolism, such as the protagonists submerged in an ink like substance signifying their descent into the twisted plot. This, combined with the gorgeous interiors and dark skied outdoor scenes and sober-faced performers, serves to heighten the atmosphere of the song, whose distinctive lyrics were written by front man, Yura Makarychev.

On-The-Go are currently in the UK. You can see them at the following dates and venues:

October 5th, Leeds, Oporto (Dead Young Records Presents)
October 5th, London, The Lock Tavern
October 6th, London, 229 The Venue – with Killing Moon co-pro
October 6th, London, Bedroom Bar – Throwing Hands Present: INCA MAPS + Special Guests
October 7th, London – Sofar Sounds London – acoustic set
October 8th, London – ★ Cherry Cola Cola ★

Find On-The-Go online on their official website, Soundcloud, Facebook, Instagram, and YouTube.

On-The-Go - In The Morning

About the author

Lisa has been writing for over 20 years, starting as the entertainment editor on her university newspaper. Since then she's written for Popwrapped, Maximum Pop, Celebmix, and ListenOnRepeat.

Lisa loves all good music, with particular fondness for Jedward and David Bowie. She's interviewed Edward Grimes (Jedward), Kevin Godley, Trevor Horn, Paul Young, Peter Cox (Go West), Brendan B Brown (Wheatus), Bruce Foxton (The Jam), among many many more. Lisa is also available for freelance writing - please email lisa@essentiallypop.com

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