LoneLady - If Not Now

What this video is

Released in February 2010, 'If Not Now' arrives as the opening salvo of LoneLady's debut album Nerve Up on Warp Records — a label historically associated with electronic music that here backed a starkly guitar-led, post-punk-rooted artist. Julie Campbell recorded the album in a crumbling mill in East Manchester, continuing a lineage of place-defined Mancunian music stretching from Joy Division through A Certain…

Why it matters

As the debut video for a Warp-signed artist operating in the post-punk revival space circa 2010, 'If Not Now' is significant as a document of how the genre's anti-commercial visual language was being refreshed for the digital distribution era. Its zero-cut, durational structure is a rare formal…