Gregg Houston directs a gently melancholic promo for Lou Price, who ventures around East London in a motorcycle helmet armed with his trusty electric guitar performing new song Figure It Out. Shot in and around various locations - including newsagents, off licences and chicken shops - the video for the artist (who Houston has previously worked with as a member of bands Kowalski and Swimming Tapes) pays homage to hazy nights exploring the city, and the magic of the everyday. The artist wears a motorcycle helmet lit from the inside, echoing ideas of space exploration and astronaut vibes, albeit in a much more understated fashion. Charmingly intimate and absorbing, the footage switches between different frame rates to distort the passage of time, leaning into the themes of the concept and track.
Rob Ulitski - 16th June 2021