Image from 'Beige' video

Adrian Galvin (aka Yoke Lore) is pushing back against the pop machine in his latest video for his recent single "Beige."

The newly released clip, directed by Kenny Polyak, initially sees the singer performing the track while wearing a sweatshirt and playing a banjo, as he is surrounded by foliage. But he quickly responds to some unseen higher-ups, directing him to ditch the banjo—and then the sweatshirt, in favor of a mesh tee. He's visibly uncomfortable as he's forced to throw in some choreography, while literally being compared to a chiseled mannequin.

"The mannequin is the most extreme vapid version of me that I’m afraid of becoming," he says of the video. "On camera, the mannequin and I become indistinguishable. The more time I spend in front of the camera, the more I am asked to play the part, the more I am asked to smile, the less like myself I feel."

He ponders, "In a time of mesh, where does a sweatshirt fit in?"

Watch the video below, followed by Yoke Lorde's newly announced January shows.

Yoke Lore's North American schedule:
1/23 — Chicago — Schuba's
1/26 — Cleveland — Beachland Tavern
1/27 — Toronto — The Garrison
1/29 — Washington, D.C. — Songbyrd
1/30 — Philadelphia — Johnny Brenda's
2/2 — Brooklyn NY — Park Church Co-Op

 

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