Swedish-American duo Flora Cash resides the extravagant life at a value within the video for his or her newest single “They Own This Town,” premiering solely on Billboard right this moment (March 13).
In a video shot in two Swedish castles, the pop duo instructions courtroom over a sequence hanging scenes that sway between the surreal and the hyper-realistic. The visible, directed by Christer Nilsson, is rife with symbolism from various energy dynamics, from the masked gunman standing over a makeshift koi pond in a literal “fish-in-a-barrel” scenario to the parting quote delivered by a toddler warning that “our happiness is in your fingers.”
“This is probably the most symbolic and clever video we’ve labored on to this point,” the band tells Billboard. “We wished to ship a message to folks that we felt was highly effective however go away the ultimate interpretation as much as every viewer; it was a problem to wrap so many layers which means into the video whereas additionally ensuring that it wasn’t complicated or cluttered.”
Each shot is so intricately chosen and staged that it invitations the thoughts to bury itself within the hid double meanings, marking successful for the band’s aim to “go away folks curious to observe time and again and decode the assorted messages.”
Whether it’s the symbolic swagger “They Own This Town” or the heart-wrenching sentimentalism their latest hit “You’re Somebody Else,” Flora Cash show that their songs are supposed to carry a bigger, lasting message.
Check out the visible for “They Own This Town” beneath.