Noise pop/Chanson noir French/German duo ALICE GIFT has released “Pride”, a new single/video from their new album “Nothing Against Uplifting, But…” (Icy Cold Records)
Singer Alice says:
“I wrote this song a long time ago, back in the Velvet Condom days. It was in the studio of our friends from Noblesse Oblige, where we were rehearsing at the time. I was alone in the studio trying things out, and the whole song just came together in one shot. The idea was to compose the saddest song possible, so I temporarily called it ‘Saddest Song’, inspired by the Isabella Rossellini film ‘The Saddest Music in the World’. As the song didn’t fit in with the Velvet Condom aesthetic at all, I kept it to myself, not yet knowing that one day I’d release it again for a solo album.
The text came much later, and was inspired by an event in my private life. It was dark, I was driving home and had an accident that prevented me from continuing.
And instead of calling for help, I decided to stay asleep in my car until the early hours so I could walk to the next garage. A certain shame prevented me from calling for help, as if I didn’t deserve it. That’s something that really struck me, to see how pride can isolate you.
That’s what I wanted to express in the clip, through Djamila and me, who, after a serious accident, kept on driving even though our vehicle was totally wrecked. A kind of headlong rush and denial of the reality that’s trying to catch up with us.”
Directed by Stéphane Hervé Edited by Anthony Vouardoux and Stéphane Hervé Grading by Emmanuel Forat Special thanks to Alex Lony, and Grace Ryan.
Veglam 
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