Purity Ring “Lofticries” Official Music Video

The Canadian duo Purity Ring has been steadily gaining popularity in the past year, known for their minimal, future-pop, ethereal, lo-fi gothic sound. The video, shot mostly in the first person point of view, documents four unreleated characters coming upon some bizarre circumstances, all the while with Megan's beautiful, chopped-up vocals behind them. The video was premiered on Pitchfork today, and director AG Rojas explained: 'Lofticries' is a music video exploring the stoicism of psychically connected characters confronted by surreal, climactic moments.' Check out the video for yourself HERE, and purchase the album Shrines on iTunes today.