A fantastic husband-and-wife duo from Stockholm, Flora Cash has been spoiling us with their intricate instrumentals and touching lyricism for quite some time, and they're keeping the alternative-pop spirit alive with a melancholic new single, "They Own This Town." A piano-driven ballad about perseverance, "They Own This Town" is a desperate plea for partners to remain hopeful and committed to each other during rough patches. The gentle whispers and delicate piano strokes of "They Own This Town" will remind you of a grief-stricken moment from your past when you were doubtful of the future, but you still persisted and overcame those hardships.
The captivating lyric video for "They Own This Town" is a stop-motion animation piece with black and white sketches depicting an enduring couple in nearly every frame of the video. The pair is seen slaving away at mundane chores and tirelessly operating telephones at a desk job until dark figures wearing suits and ties invade their cityscape. With helicopters buzzing above, a troublesome figure literally shakes the couple out of their subway train so they flee and escape through broken windows, only to discover that the entire town has been seized by these exasperating creatures. At one point, these dark figures transform into a single chain link that spans across the town, suggesting that these impenetrable entities are what holds us captive in our everyday lives.
On the "They Own This Town" visuals, Flora Cash shared with EARMILK:
"We wanted the lyric video for 'They Own This Town' to be authentic, symbolic, and to reflect the message of the song in a powerful way. The video is kind of a probe of the song's 'unconscious underbelly;' in that way we think that it will speak to people on different levels. We were fortunate enough to collaborate with the very talented animator and director JonJon, who brought our idea for the video to life with his signature stream-of-consciousness animation style. In close collaboration with him, we worked to fill the video with enough meaning and suggestion that even upon repeat viewings, it will be a challenge to catch everything."
Become mesmerized by the "They Own This Town" lyric video below: