JOYRYDE gives a nod to rave culture’s early days in new music video
After scaling 2016 with his formidable style, JOYRYDE clearly has no intention to pump the brakes this year. The UK-born producer has released his newest track, “I Ware House,” as a clear nod to the underground rave culture of the ’90s.
JOYRYDE remarks on the video’s artistic direction, stating that he “didn’t want to shoot a professional dance routine or choreography, and instead wanted to shoot how normal people feel and move.” The producer underlines his comments by noting, “I wanted it to be natural.”
The ambiguous video gives us all a glimpse of the underground scene that flourished long before ever hitting festival grounds, and showcases JOYRYDE’s flexibility as an artist. The song matches the video’s dark, counterculture undertone and is alive with eerie sirens, dark atmospheres, and sonorous open hi-hats to give the tune a driving groove.
Though “I Ware House” is, in some ways, a stylistic departure for the producer, he makes sure to include copious amounts of his signature subsonic bass. Though JOYRYDE may have switched over a lane, his foot is still very much on the gas.
Stream the the music video for “I Ware House below:
H/T: This Song Is Sick