Christopher Banks, the mastermind behind Deep Obsession, teamed up with singer-songwriter Phil Madsen to form Nurture. “Did You Do It All For Love?” was their second single. It has a bit of an ’80s electropop sound, but, damn, that bridge has a killer hook.
The video is another Joe Lonie work, and it’s an extreme form of the “torture the band” method. In this case, Nurture are shown making a music video. They start off wearing clean white suits (and eyeliner) and end up covered in a little bit of everything.
They endure: bubbles, smoke, strobelights, snow, paint (lots of paint), glitter, feathers, pyros, fire, and water, all in the name of pop. It’s like Joe Lonie has hired every possible special effects machine in New Zealand, and bought up Briscoes’ stock of feather pillows.
The first half of the video is really fun, but things change once the feathers come out. Suddenly the band are unrecognisible and look more like B-grade horror film monsters than popstars. The anonymous director character ends up being the focal point of the video. And I don’t care about him. It’s a funny video, but it feels like the video gives up on the song and just focuses on completing the chaotic format of the video.
Best bit: the serious-faced pillow-ripping feather-throwers.
Director: Joe Lonie
Ngā Taonga Sound & Vision
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