Purity Ring - sinew

What this video is

Released March 12, 2021, 'sinew' arrived nearly a full year after Purity Ring's third album WOMB (April 2020), which debuted just as the COVID-19 pandemic shuttered live music globally. The video's release was timed alongside announcements of rescheduled North American tour dates for Fall 2021, reflecting the cautious optimism of the live music industry's reopening. Aesthetically, the video belongs to a lineage of…

Why it matters

Purity Ring's 'sinew' represents a high-water mark of the 2010s–2020s dream-electronic music video aesthetic, where synth-pop's glacial emotional textures are matched with surrealist CGI animation rather than performance footage. The video's continuation of a character-driven visual universe…

The director

Tobias Stretch is a Philadelphia-based director, animator, sculptor, and visual artist. His expertise spans live-action, stop-motion, rotoscope, puppetry, animatronics, sculpture, and photography. He is known for directing the animated music video for…