Loma - White Glass

What this video is

Released in May 2018 as a promotional video three months after Loma's self-titled Sub Pop debut, 'White Glass' exists within a late-2010s moment when independent artists increasingly embraced radically low-budget, concept-driven self-directed videos as a creative and economic strategy. The Sub Pop label ecosystem — historically associated with grunge and lo-fi aesthetics — provided distribution infrastructure while…

Why it matters

Loma occupies a distinctive niche within late-2010s experimental indie folk and art pop, merging the orchestral indie rock of Shearwater with the intimate, textural experimentalism of Cross Record. 'White Glass' exemplifies the band's minimalist compositional language — spare percussion, spectral…

The director

Emily Cross is a musician, vocalist, and recording engineer, known as one-half of the Austin, Texas-based experimental duo Cross Record alongside Dan Duszynski. She co-founded Loma with Duszynski and Shearwater frontman Jonathan Meiburg. Cross has…