ARCHE Demonstrates Peak DGAF Attitude in the Video For Its Evocatively Breezy Single “Back to the Sun”

ARCHE, photo courtesy the artists

The music video for ARCHE’s single “Back to the Sun” suggests a certain disregard for conventional style and in subtle ways a willingness to look silly and absurd. Like when one of the members of the band looks into the camera nonchalantly as a shower rains down on him in the background. Musically it’s a bit like if Duran Duran had come up in the period after chillwave and summery post-punk like Beach Fossils happened. Glistening synth melodies and swirl around as you see the guys wearing terrible sandals, intentionally mis-matching outfits and a mix of personal styles that a conventional manager trying to guide a band to commercial success would advise against. But it works so well for the song and speaks to a wonderfully carefree spirit in the music itself. It is a level of self-awareness that embraces ones imperfections in a real attitude of not caring about superficial nonsense when its the transporting emotional quality of the music that matters. A lot of videos where bands are looking like they’re relaxing and having fun it looks like they’re also trying too hard. ARCHE is having none of that try harditude. The subtext of the video and the song is be yourself especially when no one is watching. Check out the video on YouTube and follow the band at the links below.

Author: simianthinker

Editor, primary content provider for this blog. Former contributor to Westword and The Onion.

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