Los Angeles DIY sweetheart Jay Som is back with a video for her recent track ‘Tenderness’! The excellent single precedes her album Anak Ko, out August 23rd.
The ‘Tenderness’ video, directed by Chicago psychedelic video crew Weird Life, is an overcast honey colored summer dream. The visuals pair live performance footage with geometric light tricks that evoke the cover of Toro Y Moi’s 2010 debut ‘Causers Of This’. The pleasantly gauzy cinematography, shot by Jackson James, brings to mind the now iconic 35mm photography of Natalie Somekh or the childlike playfulness of Ginger Root’s ‘Mahjong Room’ video.
The track itself is cute and innocent bedroom pop, stirring together chorus’d guitars, a laidback groove, and gurgling synths. The vocals are adorable and smooth, providing ample evidence as to why Jay Som front woman Melina Duterte proclaims herself a “Master of voice.”
Watch the video below and be sure to catch Jay Som Friday September 13th at the Echoplex with Affectionately and Boy Scouts! Tickets here.