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Band & Musician News - New Music Video for Claudia Jardine

New Music Video for Claudia Jardine

11 July 2020 - 0 Comments

Erase Me is the second single from Claudia Jardine’s debut EP North, which was released in May of last year.

The video is directed by Ruby Rowe, a video editor who has been making music videos with Te Whanganui-a-Tara-based bands since moving there in 2018. Rowe uses a simple camera style out of necessity and incorporates some manual animation inspired by the scratch animation of the Flying Nun era music videos. During storyboarding Rowe and Jardine also realised they had had a crush on the same boy at school, which only added to the acidic sentimentality of the ballad.

Erase Me is a solid nod to Jardine’s folk-pop roots. The lyrics were initially written on the back of several bus tickets and reached their ultimate form a few hours later on Tata Beach in Golden Bay. Jardine wrote the song when she was sixteen and it has not changed much since. The song explores the moment of letting go of feelings, dipping into anger and denial, and then moving on.

Jardine and Rowe took a DIY approach to the props for the video. Some of their favourite features include a handmade eraser costume (an idea Jardine had been waiting to use for years) and the ‘rust’ from a packet of crushed Cheezels, which threated to dissolve the entire shoot into fits of giggles.

Jardine is currently working on her first full-length album and looking forward to the renewal of live music and the arts in Aotearoa.

Watch Erase Me here


Next: Kita Release New Video for 'Foggy Town' ahead of NZ Tour and EP Release

Prev: The Beths Share New Single/Video 'Jump Rope Gazers'

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