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Purity Ring releases bizarre new video for ‘Lofticries’

Nov 12, 2012

It’s closing in on the end of 2012—time for Purity Ring to pop up in the news cycle again at the top of year-end best-of lists, on which their art-house debut “Shrines” will probably dominate (next to Carly Rae Jespen, of course).

Today they release a bizarre, subtly freaky video for “Lofticries,” a deep cut from “Shrines” but one of the record’s gems. Stereogum notes the video is from AG Rojas, who recently directed clips for Spiritualized and Jack White. Most of the video is pretty innocuous, with a steady-cam following characters as they walk around, but the quickness of the disturbing parts is part of what makes them more unsettling. Watch below.

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