Their hometown New York City contributes as much to the music of Love Crushed Velvet as any of their bandmembers, and frontman and singer-songwriter A.L.X, uses the scenes of the city as the main inspiration for the band’s music. Formed in 2008, Love Crushed Velvet’s sound comes from the raged filled streets of NYC, and the deep seated emotions have been translated over the years into music, with the hugely successful, ‘Letter’, and ‘Goodbye Goldblatt’, both released back in 2011.
Love Crushed Velvet’s latest track, ‘Ride The Dice’, comes as a response to life’s unpredictability. The singer is reaching out to someone they hold dear in their heart, but sadly, it’s an unreciprocated love. The rejection hits hard, and they decide that “riding the dice” is their only remaining option. With a heavy bass and pounding drum instrumental, the deep black despair of the lyrics becomes a tangible reality.
The music video which accompanies ‘Ride The Dice’ is an animation, but not in a standard way. Directed by William Goins, it feels like it’s taking place in the world of the Sims, there’s an uncanny valley feel to the people, who are drinking and flirting their lives away in a dive bar. As the song reaches the bridge, the clip changes location, showing performers dancing in a reflective pool in the middle of a salt pan. The movement of the characters was achieved by motion capture, using top flight technology from the Film Labs at NYU, and overall result is one of uncertainty, and the sort of unhingedness befitting the sombre nature of the song.