Rubblebucket’s ‘Lemonade’ Video Is a Meditation On ‘Purchasing Happiness’: Exclusive

Rubblebucket's Alex Toth has a vivid reminiscence the primary time he performed band mate Kalmia Traver his preliminary thought for what would turn out to be "Lemonade."

"Oh, did I weep?" she asks him, laughing.

"Yeah," he responds. "You moved out, I hadn't seen you for a pair months or one thing, you got here again to seize some issues and I performed you a pair songs, and also you have been on the ground crying."

The music — like a lot their newest album, Sun Machine — is impressed by the tip their romantic partnership after 11 years collectively, and it's written by Toth from Traver's perspective, one thing he says was a very unconscious selection.

"The increasingly more I’m going into the songwriting craft, the extra I'm like, 'I’m not actually deciding an excessive amount of. I'm letting my unconscious drive what the music goes to be,''' he explains. "And I used to be like, 'Whoa, okay, that's what you're doing? That's what you're attempting to say?' And I noticed as I used to be uncovering this refrain, I used to be like, 'This isn't me singing to Kal. This is certainly Kal singing to me. This is certainly not a Toth music. This is certainly a Rubblebucket music.'"

But a brand new Rubblebucket music seeing the sunshine day after their breakup was by no means a given, Traver says.


"It was positively completely up within the air," she says. "We had no thought. We really had quite a bit gigs scheduled throughout that point, so we have been required to be there and be current and work collectively, and after we didn't have gigs, we have been simply taking a ton time aside, and I believe after a couple of months, there was only a sure level the place we simply have been sort like, 'We each would like to nonetheless be pals and nonetheless have Rubblebucket be a factor.' And so it was like a check. We needed to work on therapeutic our relationship and having our interactions be extra predominantly constructive ones if we needed that. And it was cool, I imply, I really feel like for each us it led us to quite a bit introspective soul-searching work that was completely helpful for our lives on the whole."

Toth agrees. "It was a complete game-changer for me. I imply, it simply completely obliterated the entire idea my complete life. Just every little thing was up within the air. That may be a extremely scary place to be, however it's additionally a extremely exhilarating place to be."

That duality grief and wonder might be felt all through "Lemonade," and it's an idea the group executed visually by re-teaming with director Julia Barrett-Mitchell and director pictures Alex Suber, who they’d labored with beforehand on the video for "Fruity". The 360-degree video is impressed by the "solar machine" idea talked about within the music's first line from which the album takes its identify ("We used to speak concerning the solar machine/We may flip the lights then our love would by no means finish/You have been just like the American dream/Made me need issues I don't really want").

"There's many layers to what that line means, however probably the most true-to-life has to do with whenever you're in a relationship with somebody and issues aren't going properly, you may reminisce concerning the previous or be nostalgic or want for the previous, when issues have been new and also you have been youthful and issues have been extra pure and childlike and the love was extra visceral," Toth explains. "And that might be the solar machine, that extra blissful time… It made me assume it'd be actually humorous if we had a fictional firm known as Sun Machine Corp…like the concept there's this vaguely dystopian biotech firm from the longer term that's manufacturing solar machines, manufacturing and providing you with these little bio-implant dots and when you get that implanted, you're simply in a state perpetual bliss."

"It's additionally a bit a commentary on the way in which we do attempt to buy our satisfaction, buy happiness," he continues. "And actually, happiness takes a lot work to domesticate, and it's a bit an inside job. And so we needed to on this video paint the image what Sun Machine Labs could be like."

Barrett-Mitchell and Shuber's use 360 means the video calls for a number of viewings, each uncovering a brand new perspective. "It actually is a tremendous method to seize the entire surroundings," Toth says. "It's actually really fairly straightforward to apply it to YouTube and Vimeo the place you simply slide your cellphone round and the surroundings shifts or you’ll be able to transfer your finger round. It's actually cool."

And although the chances are countless, Traver sees "Lemonade" and Sun Machine has a "very culminating expertise" for Rubblebucket. "We've been doing this for greater than 10 years, making artwork collectively, and we've had these items we needed to say or have been attempting to say with visuals and with sound and with the spirit the music," she explains. "I believe after I look again on all our work, I'm like, 'Yup, that was me attempting to say that.' And with this, I'm like, 'Okay, I believe I possibly mentioned it.'"