BEACH HOUSE - HURTS TO LOVE (LYRIC ANIMATION)

What this video is

Released on Valentine's Day 2022, 'Hurts to Love' arrived as the sole standalone single previewing Beach House's double album Once Twice Melody — their first self-produced record and most ambitious project to date. The lyric animation format became the primary visual medium for the entire album's rollout, a strategy that reflects the early-2020s shift toward YouTube-native visual content for indie artists. The…

Why it matters

As a document of Beach House's sonic evolution from pure dream pop into synth-inflected indie pop, this lyric animation captures a pivotal 2022 moment where the band applied their trademark gauzy aesthetic to a more direct, radio-adjacent synthpop structure. The video is significant as an artifact…

The director

San Charoenchai is an LA-based director and freelance senior animator holding a BFA in Computer Animation & Interactive Media from the Fashion Institute of Technology. He is skilled in After Effects motion graphics, compositing, 3D animation, VFX, and…