Alvvays “Archie, Marry Me”

AlvvaysArtist:
ALVVAYS
Label:
POLYVINYL RECORDS
Video:
“ARCHIE, MARRY ME”
Director:
Gavin Keen & Allison Johnson
Add Date:
November 7, 2014

 

Rarely does a band come along that creates a sound so instantly soothing and blissful that it captures your heart before the chorus even hits. Polyvinyl Records latest signees, Alvvays, pull this off in spades, resulting in an extraordinarily joyous experience for the lucky listener. Delicately blending elements of 60’s inspired indie pop and the sounds of some of the best heart-wrenching female-fronted alternative bands of the 120 Minutes era, within a year of their inception the Toronto-based quintet have already found their sweet spot. Think Best Coast meets Belle & Sebastian. Since its release earlier this year, the band’s self-titled debut record has been met with universal praise, quickly establishing Alvvays as one of 2014’s must-hear acts. Nylon Magazine calls them “…a complete collision of everything we already love: singalong lyrics, a guitar- driven backbone, and a sun-drenched vibe…” HIP Video is exceptionally pleased to present the band’s bittersweet new video for their winsome single, “Archie, Marry Me.”

Gorgeously produced by fellow Canadian musician, Chad VanGaalen and mixed by John Agnello (Dinosaur Jr, Sonic Youth), “Archie, Marry Me,” is a catchy, superbly charming, heavy-hearted music fan’s dream.  Laying the foundations for the perfect happy-sad love song, the rousing guitar/bass tones, subtle and sweet keyboard, strong and steady mid tempo drumbeat and highly affecting vocals strike a poignant balance of melancholic and hopeful feelings. 

Early on, frontwoman Molly Rankin sings, “You’ve expressed explicitly your contempt for matrimony/You’ve student loans to pay and will not risk the alimony.” When the chorus hits, she deadpans, “Hey hey, marry me Archie/Hey hey, marry me Archie/Too late to go out, too young to stay in/They’re talking about us living in sin.” We feel her frustration. 

A perfect counterpart to the enchanting, jangly tune, the song’s lo-fi video follows Rankin during the hazy days of summer as she proclaims her love for her significant other, only to be left feeling lonely. She ultimately heads out to sea on a boat with her shipmates (bandmates), presumably to get her mind off the man who won’t fully commit to her and it works! Much like the bands other delightful videos, this spellbinding, Gavin Keen & Allison Johnston-directed clip was shot on Super-8 film resulting in some far out, trippy visuals that genuinely match the overall vibe of the song, resulting in a thoroughly memorable music video experience.  

For more information on Alvvays and their hypnotic clip for “Archie, Marry Me,” please contact Andy Gesner at (732) 613-1779, or e-mail the HIP Video Promo staff at [email protected] . You can also visit www.Alvvays.com for more info on Alvvays.

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