Jesca Hoop - Memories Are Now

What this video is

Released on February 9, 2017 — one day before the album's Sub Pop debut — this video arrived at a moment of renewed critical interest in spare, craft-focused singer-songwriting. Jesca Hoop's fourth solo album was produced by Blake Mills and received widespread critical acclaim, including perfect scores from Drowned in Sound and The Skinny. The pairing of Hoop's minimalist acoustic folk with Annlin Chao's…

Why it matters

A key artifact of mid-2010s art-folk video production, demonstrating how Sub Pop and peer independent labels invested in animation-based visuals to complement acoustic minimalism. The Chao-directed piece exemplifies the 2010s trend of commissioning fine-art animators — particularly Royal College…

The director

Award-winning animation director and illustrator originally from Taiwan, based in London. Graduated from the Royal College of Art, London. Clients include Channel 4, V&A Museum, National Palace Museum Taiwan, Twinings, and Sub Pop Records. Her short film…