SO BELOW UNVEILS BRAND NEW VIDEO FOR ‘HARD’
Photo credit: Larsen Sotelo
WATCH: SO BELOW – HARD
Hot on the heels of her successful support debut for The Naked And Famous, songwriting collaborations with Kiwi chillmasters Leisure and producer extraordinare Sam McCarthy, Madeline North aka So Below continues one hell of a busy January 2017 with the much anticipated debut of her music video for the latest single, ‘Hard’. Premiering the video on NOISEY, the clip captures the haunting nature of the track perfectly.
Working under many hats with artists such as Purity Ring, Hozier, Tame Impala, Olly Murs and BANKS to name just a few, Los Angeles based director Susie Francis directs the brand new video which is shot in the great outdoors. Revealing just enough but never too much, the video plays with the themes of darkness and light, underpinning So Below’s combination of goth to pop songwriting styles. Says North of the video, “The song has a really cool pace to it and feels quite isolating, so I wanted that feeling to be reflected in the video. I also liked the idea of carrying on the nature theme from the previous video, ‘Far’, and just developing on that. I’m super happy with how it came out!
The contagiously catchy single has been growing momentum in her native New Zealand and overseas with the track receiving support from Spotify Canada, Spotify US, and music sites and blogs around the world. Capitalizing on this growing following across the globe, North next hits the UK in February to embark on a 6 date tour – the first time So Below will deliver her live show to an international audience.
So Below 2017 Tour Dates:
February 26 – Newcastle, UK @ Think Thank
February 27 – Glasgow, UK @ Broadcast
March 1 – Manchester, UK @ The Castle
March 2 – Leeds, UK @The Lending Room
March 3 – Bristol, UK @ Crofters Rights
March 7 – London, UK @ The Shacklewell Arms
In The Press:
“Hypnotic, dark and undeniably catchy” – V Magazine
“Your new favorite goth princess” – Neon Gold
“Big synths, pulsing bass and dark harmonies are topped with breathy Bat For Lashes vocals…without a doubt our favourite of the lot” – i-D
“This young artist is one to watch” – HillyDilly
“Goth pop with an electronic edge, her stylish catalogue offers a place to move body and the soul” – Clash Magazine
About So Below:
Since making her musical debut with her single ‘Drift’ and attracting over 90,000 SoundCloud plays in just a few short months, So Below has become the mysterious goth pop chanteuse that everyone can’t stop talking about.
After leaving her native New Zealand in 2013, Auckland’s Madeline North began exploring her vocal talents, inspired by her new surroundings. Layering heavily processed vocals and harmonies over simple yet dark laptop beats, North began to formulate her style into what would so uniquely become So Below. Wanting to carry on this darker, moodier style of electro-pop, North reached out to fellow Kiwi musicians Aaron Short (The Naked And Famous), Sam McCarthy (Kids Of 88, Boyboy) and Leroy Clampitt (Taste Nasa) to help her produce her demos and ultimately complete what was to become So Below’s debut self-titled EP, released in March 2016. With an immediate debut at #5 on the NZ iTunes Alternative chart, the track ‘Sleep’ earning Top 25 placement in Spotify Canada’s Viral Chart and ‘Far’ peaking at #22 on the Hype Machine chart, this global admiration paved the way towards international collaboration and a Remixed version of the EP followed in September 2016.
Having a combined 650K+ plays on Spotify and 250K+ on SoundCloud, the support of notable sites such as HillyDilly, i-D, V Magaine and Neon Gold and receiving high rotation on New Zealand alternative radio, So Below is poised to be one of 2017’s artists to watch. Don’t say you weren’t warned…