Yoke Lore pushes against the pop machine in new video, "Beige" | NYLON premiere

Yoke Lore pushes against the pop machine in new video, "Beige" | NYLON premiere

Yoke Lore pushes against the pop machine in new video, “Beige

premiering on NYLON

+ announces headlining January tour dates

► watch the video for “Beige”

via NYLON: “Successful art, in my opinion, is art that encapsulates real sincerity from someone, but, at the same time, is presented in a way that lots of people can see and understand,” Adrian Galvin, aka Yoke Lore, tells us. As a musician, under the immense pressure from labels and managers to sell sell sell, the artist’s challenge is maintaining their integrity and sense of self. Galvin explores his own experience with that struggle in Yoke Lore’s new video for “Beige.”

Set within a polished, pastel-hued studio space, Galvin becomes visibly uncomfortable as countless hands and unseen faces try to mold him into some chiseled, sex-selling pop star. All he wants is to rock a sweatshirt; instead, he’s pressured to wear mesh and do some uninspired choreography. (You can almost imagine the producer saying, “Do it for the .GIF content, Adrian!” off-camera.) If it’s a mannequin these folks want, it’s a mannequin they’re not going to get.

Of the video’s second character, Galvin says, “The mannequin is the most extreme vapid version of me that I’m afraid of becoming. On camera, the mannequin and I become indistinguishable. The more time I spend in front of the camera, the more I am asked to play the part, the more I am asked to smile, the less like myself I feel.” So he tries to fight it. “How can I say something real and worthwhile that everyone can identify with without sounding cliché?” Galvin wonders. “And conversely, how do I say something really personal, but in a way that everyone can understand? In a time of mesh, where does a sweatshirt fit in?”

Begin to find the answers in the video. – NYLON

More Information on Yoke Lore: Yoke Lore, the new musical venture of Adrian ​Galvin, previously of Yellerkin​ and Walk the Moon​. Galvin grew up in an artistic family, his mother a director and his father an actor and sculptor. He was immersed in painting, photography, and ballet from an early age, eventually finding his first musical passion in the drums. While pursuing music, his artistry in other disciplines has not faltered, even lending his own artwork as the cover of his 2016 debut EP. Far Shore EP achieved over 4 million Spotify streams, 3 Hype Machine​ top ten singles, and songs from the EP were featured in MTV’s The Real World and Netflix’s Santa Clarita Diet. Galvin’s newest EP, Goodpain, has racked up over 2 million Spotify streams in a short period of time and includes the #1 Hype Machine song

“Goodpain”.

 

Upcoming tour dates:

1/23 Chicago @ Schuba’s (tickets)
1/26 Cleveland @ Beachland Tavern (tickets)
1/27 Toronto @ The Garrison (tickets)
1/29 Washington, D.C. @ Songbyrd (tickets)
1/30 Philadelphia @ Johnny Brenda’s (tickets)
2/2 Brooklyn NY @ Park Church Co-Op (tickets)

find Yoke Lore:

f a c e b o o k

s o u n d c l o u d

o f f i c i a l

“an indie pop confection worthy of your next unrequited love mixtape”

– The Fader

“tapping into the bright neo-psychedelic of Animal Collective and the smart deconstructed pop of Dirty Projectors.”

– Consequence of Sound

“skates figure eights around our hearts” – NYLON​

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Yoke Lore pushes against the pop machine in new video, "Beige" | NYLON premiere