Toronto-based pop-rocksters, The Elwins kick off a very special lyric video series just in time for the holidays with the premiere of “Hocus Pocus” via Exclaim! The “Beauty Community Lyric Video Series” consists of beautifully filmed narratives that accompany each of the 13 tracks on the LP. Each video will be unveiled over the coming weeks including via the band’s socials where they will ‘unbox’ videos from the series each week. “Hocus Pocus” was directed by Zach Rose and Jesse Korgema.
Says the band of the series, “When we completed our new album [Beauty Community], we approached the town of Newmarket – the place where we all met – to see if they’d be interested in helping us create a 12-part lyric video series that captured the essence of the album title. We’ve always been fans of lyric videos but truthfully hadn’t seen many that were super engaging. It was a fun challenge coming up with different concepts, and being able to showcase some of our favourite local spots growing up was important to us. Our goal was that each video be a fun, new visual experience for the viewer.”
Beauty Community features 13 freshly minted and ridiculously catchy tracks and is available now to purchase and stream on all DSPs HERE. The first ‘official’ video for the infectious hit “Hey! Ya, You” (Vanessa Heins, Zachary Rose and Jesse Korgemaa) premiered earlier this month on HuffPost. The band is in the midst of a Canadian run, which includes a stop at The Mod Club in Toronto on December 3.
There seems to be an overtly upbeat spirit to the songs and a sensitive, inquisitive sentiment within Beauty Community – a particularly refined and dynamic display of the band’s powerful pop songwriting chops. A close listen suggests that certain things are being processed; relationships, life, the sense of (and not) belonging. In the end, Beauty Community is the work of an experienced unit – a band of brothers who know when to push each other out of comfort zones. There’s plenty here for Elwins faithful to cling to but also tasteful explorations that shed new light on the band.