London indie-rockers Heavy Heart had a big 2016. They promised a new track each month, and then went about delivering on said promise. When the dust settled, they took on another big task for 2017 -- getting the collection of 12 songs on vinyl. As of week ago, they can check that off the list. I Can & I Will Records released Keepsake on raspberry red vinyl on March 31st. In an attempt to outdo themselves, they've also found the time to create a video for 'Fruitfly'. Director Ross McClure captured the essence of the track brilliantly; its retro and, dare I say, creepy vibe manages to hit the mark based on how Anna originally described the track.
"The song was inspired by some reading I did about the Jonestown massacre, about the nature of control and cult mentality. I was fascinated about what could be powerful enough to cause someone to give up everything, to poison their own children and then themselves. It's easy to feel immune from the safety of a laptop, but in a different way I'm brainwashed and compliant too, obediently following trends and social rules, safe inside the group, absorbing feeds of toxic news. None of it seems dangerous on the surface, in fact it's very enticing, but then so much of what's bad for us is coated in sweetness. We're attracted to it like flies."
What's next gang?