Credit: Tom Hughes
Words: Izzy Butler
Cardiff outfit Private World are described as "sophisti-pop", and taking a video look and audio listen to new single 'Hypnagogia', you see why.
The glacial smooth-flowing track smacks of elegant, melodically crafted pop, evoking the grey area between wakefulness and sleep that the track is named after, and is the first to emerge from their debut album 'Aleph', produced by Buzzard Buzzard Buzzard's Tom Rees, and due for release via Dais Records on August 28.
"Musically, the song is intended to ring like a sort of lullaby, or a mid-late 80s R&B/Madonna song, without sinking too far into a feeling of parody," says frontman Tom Sanders of the track. "I feel as though the main piano sound (Roland emulation of Fender Dyno-Rhodes Electric piano, or Yamaha DX7 sound) is very nostalgic for a generation of folks that grew up in the 1980s and & 90s - it was used on everything. I love the sound, so opted to make that a big blatant part of the song."
Check it out below in the Sion Thomas-directed video, which was filmed at Cardiff’s Temple of Peace and Health.
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