3. WHY?
My Bloody Valentine are a commercial indie band that I find to be particularly inspiring due to the
ways in which their music can be interpreted across different audiences, and the unique instrumental
melodies that have influenced and been influenced by so many indie bands, including The Jesus and
Mary Chain, and The Stone Roses, both of which are hugely popular amongst indie audiences.
The band itself as well as the sub genre of music that they belong to- shoe gaze, are slightly lesser
known, and the song’s release was as early as 1991, but despite these factors I really feel that ‘Loveless’
as an album would fit in hugely well amongst the young indie scene. It is for these reasons that I would
love to build my promotional package around this album, and I feel that this rebranding and promoting
of the album could greatly benefit it.
When You Sleep specifically is a song about falling in love, and being in love. It includes the lyrics
‘when I look at you, I don’t know what’s real’ and this line in particular has inspired a whole visual
concept of a dream like music video, using aspects of the real and the surreal to create a sort of
enigmatic, romantic sequence, for me. Which ties in perfectly with the dreamy, multi-layered
instrumentation used throughout the song, and the full Loveless album.
5. WHY?
DIIV are almost like a modern day My Bloody Valentine in the individual and
melodic nature of the instrumentation. Although How Long Have You Known is
another instrumental, abstract, dream like song with romantic lyrics and a
nostalgic feel, this is my alternative choice to When You Sleep because I feel
that DIIV are a more known band, and this is one of their most known songs.
Also I feel that this song does not fit in quite so well with the aesthetic and
visual style I have in mind, as the band has more of a typical, acoustic indie feel
and audience.
