Matt Boroff is an American-born, Austria-based artist who excels luring audiences into new and exciting terrain, from cinematic noise-rock to gardens of indie-rock ambience. His newest album, Grand Delusion, is his most formidable and forward-thinking album to date. The first single, “What A Shame,” is a meticulously crafted tune that feels gritty and earthy, but also entirely accessible thanks to a minimalist execution that keeps it focused and forward-moving.

On top of his own inspiration, he also enlisted some heavy hitters in the alt-rock world to help capture the spirit of Grand Delusion. Setting up shop at 11AD Studio in Los Angeles, CA to collaborate with some of rock’s legendary contributors, the amazingly talented Alain Johannes (QOTSA, Them Crooked Vultures) and drummer Jack Irons (Pearl Jam, Red Hot Chilli Peppers). Mark Lanegan (Screaming Trees, QOTSA) also lends his distinctive baritone voice to a track, just as he did on Borrof’s 2014 release, Sweet Hand of Fate. The end result of Grand Delusion is an organic, multi-dimensional effort that exceeds even the loftiest expectations Matt may have set for himself.

“What A Shame” is a video that will rattle your ears and treat your eyes to a stimulating blast of colors and originality.  At the core, “What A Shame” revolves around Matt performing in a cavernous white room. With a blank palette as his disposal, Matt and director Karin Bleiweiss saturate the screen with a mind bending assortment of imagery, reminiscent of early music videos of the late 1960s. 

The tables are occasionally turned as the dynamic visuals and the deadpan expression are swapped out for a black background and the chaotic emotion on Matt’s face while he launches into the powerful chorus over and over. It’s a fierce clip, no doubt, but one that is an easy, enjoyable watch for lovers of all things rock.  

For all of us at HIP Video Promo, this is a sound that we are so intimately familiar with and inspired by that it truly excites us to see another artist carrying this torch to a new generation of fans with his own unique twist. Please let us know what we can do on our end to help get this video into your programming. You can contact Andy Gesner and the HIP Video Promo staff at (732)-613-1779 or email info@HIPVideoPromo.com. You can also visit www.MattBoroff.com for more info on Matt Boroff.

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