SOUR’s brilliant new video has made it’s way all over the internet. Filmed via webcam, the video features SOUR fans from all over the world working in amazing unison to create a powerful representation of social networking and the power of the internet to connect people. This video could (and should) propel SOUR to international recognition.
SOUR’s previous videos have had a similar, gimmicky lo-fi approach demonstrating that this is a band that understands how to make represent themselves without a big budget. The video for ‘Hibi No Neiro’ though, is especially powerful. It uses a gimmicky approach to make a video that stands out, but the message that the video communicates is incredibly powerful. The internet is barely beginning to reach it’s potential in bringing people together, and this video is full of such hope and belief. It’s as powerful as Nirvana’s video for ‘Smells Like Teen Spirit’, but SOUR’s generation is not the MTV generation, but the YouTube generation.
Also worth mentioning, of course, is that fact that SOUR’s music is really, really good. They blend flamenco guitars, funky acoustic bass-lines, solid drum grooves and smooth vocal melodies into an instantly likable and accessible sound. Hoshijima’s vocals have a similar fragility as Advantage Lucy’s vocalist, Aiko, and they have the same melodic sensibilities as that band but with added funk overtones. This is definitely a band to watch out for.
Buy the new ‘Water Flavor EP’ at YesAsia or CDJapan.
Watch some of Sour’s other videos (also very clever):
