Aided by the visual and creative direction of Yoni Lappin, who was taught by Saam Farahmand, Mura Masa‘s sonic depiction of youthful essence is visceral; a tinge of carelessness and seemingly unrelated body of songs on his album aim toward the use of that adjective. The minimalist album artwork and list of relatively young features aid in crafting that aforementioned “fresh”sound, delving into a sound and aesthetic that’s oftentimes set as a goal though never sees fruition.
Perhaps the only reason this could be said is the visuals that supported three of the songs on the final track listing; “Love$ick,” “1 Night,” and “What If I Go” all feature young faces in industrial backgrounds, and Yoni Lappin’s direction ostensibly consists of him recreating sects of an ordinary day in the life of British youth. Any clip from any of these visuals could very well occur at the same time, and on any day of the week. Often filmed in grainy textures to add to a makeshift and more visceral feel, the sonic accompaniment furthers the atmosphere.
There’s no air of direness to any of the situations portrayed in each video; Harmony Korine‘s Kids saw a three minute compression and went across the sea to England. Though Izzy Cofie‘s character in “Love$ick” glares depravation and depression in the face, it doesn’t stop him from kicking a ball around with his people and sharing smiles with them at the backend of the video.
Mura Masa’s – Alex Crossan’s – debut album adds to the air Yoni Lappin gallantly and succinctly depicted in the visuals. While jubilant on the surface the air of melancholy flirts viciously with each track, as it always seems to do in his music. Buy the album here, and follow Mura Masa on Instagram and Twitter.