Indie-rock phenomenon, The Royalty, is about to hit mainstream music in a big way. If their new music video, for their song “How I Like Em” is of any indication, The Royalty’s upcoming album will be one of the best releases this year. I immediately saw that there was something about this video that harkened back to the days when music videos weren’t about a dazzling performance or a stirring plot line.
The entire music video for “How I Like Em” uses one simple element that turns a simple performance of a song into a music video, and it is the simplicity that is to love. Through out the video, various split screens show the same views or slightly different views; sometimes two split screen sections show the same view but are framing a different vantage.
Okay, so it sounds confusing on paper (or..screen…) but it’s really quite brilliant. There is no need for anything flashy because what you want to see about The Royalty is the fact that drummer Joel Quintana, keyboardist Daniel Marin, guitarist Jesus Apodaca, and bassist Will Daugherty are all totally absorbed in their instruments and in their music. Lead singer Nicole Boudreau plays this fantastically simple, coy, and heartfelt game with the camera as she sings, and it makes me unable to even picture the music video for this song in any other way.
Too many indie rock band’s music videos today have these trite, cliché story lines about heartache, or a young couple spending a summer day and evening on the beach. “How I Like Em” was refreshingly raw. The Royalty needs only their beautiful indie rock soundand Nicole’s soulful, lyrical genius to carry them to stardom.
Be sure to check out their debut album with Victory Records, "Lovers",when it’s released on May 8th!
You guys are great, I’ll be getting the CD!