Watch: Ora The Molecule Has Made One of the Most Strangely Captivating Videos
Apart from notable exceptions like Janelle Monae and FKA twigs, the art of the music video is not exactly enjoying a golden age. We frankly don’t want to see another over-produced Beyoncé extravaganza, or any more embarrassing attempts by The Weeknd to be profound. And please no more indie videos that seem to strive for ever more lofty plateaus of tweeness.
But Norwegian avant-pop upstart Nora Schjelderup, operating under the intriguing nom de guerre Ora The Molecule, is not like everybody else. Newly inked to Mute (always a good sign), her first single, the impossibly infectious ‘Creator,’ introduces a musical style that could probably best be described as The Knife, if they had spent a year locked in a room listening to ABBA records (it’s a Scandinavian thing, surely). But it’s the strangely wonderful accompanying video that has had us utterly captivated.
Directed by Indian cinematographer Tanmay Chowdhary, it opens with a stern but nevertheless adorable little girl (oh, that bob haircut) ruthlessly negotiating the purchase of a vintage radio, before setting off on a series of seemingly random adventures with her equally idiosyncratic partner in peculiarity. It would do it no justice to attempt to describe it any further than that – as it simply must be watched, rather than discussed. Except, perhaps, to say that the iconoclastic duo are actually the singer and her real life little sister.
Schjelderup offers, “I know there’s a lot of fear among kids. Greta Thunberg is a great example. She’s such a hero for so many young kids. [The video is] playing into that a little bit. In it, my little sister Tindra is the adult listening to the news. I am a passive adult. She’s training me and doing all of these things to get us ready for the big day of catastrophe.”
Ora The Molecule’s debut album Human Safari is scheduled for release July 23. Expect it to not be like anything else.