It looks like Arcade Fire don’t have complete ownership of premiering new material through unique outlets. French rockers Phoenix are still out promoting their latest LP Bankrupt! and frontman Thomas Mars‘ wife, the little-known indie filmmaker Sofia Coppola (ha), has directed the band’s latest video for the tune “Chloroform.” And where has it debuted? Online at MoMA, of course.
And, credit where credit is due, it’s certainly a beautiful-looking spot. Employing good ol’ Academy ratio, the sepia-toned spot is rather simple, with the band performing as a bunch of inconsolable young women look on, weeping in slow motion. And with the chorus intoning, “My love, my love, my love is cruel,” it makes perfect sense. “The idea came from a photo by Joseph Sterling in his book ‘The Age of Adolescence,‘ ” Coppola told MoMA (you see that photograph here).
“I wanted to show they were at a Phoenix concert, but keep them afar and mysterious, and have the focus be on the girls,” Coppola added about her approach. “I wanted the video to be about the girls losing it over the band, and that feeling you have when you think a band is romantic.” Mission accomplished.
You can watch the video right here or down below.