Lonely Gimmick’s Enigmatic Video for “BEAT 1” is a Reflection of the Collage Sonics of the Song’s IDM/Hip-Hop Synthesis

LonelyGimmick_BEAT1_A_crop — Lonely Gimmick logo

“BEAT 1” by the enigmatic Lonely Gimmick sounds like a meeting of lo-fi aesthetics and modern production methods. The lightly distorted synth, the minimal, warped, slightly clipping guitar sound and the layers of electronic percussion sounds for an effect like something that could have come out of 90s IDM, a collage of sounds and styles bridging decades of hip-hop, techno and early electronic post-punk. The music video shows a dark figure putting a seven inch on a Bush portable record player with figures intertwined sitting in the middle holding the disc down. The background is a dilapidated room in what could be a dilapidated part of the city. The visual parallels the sound of the song and finding the treasures in one’s sonic odds and ends and making it all move and dance in ways it hadn’t before. The video honestly has the same vibe as some of the stranger YouTube channels where something strange and mysterious but simple is going on and which stirs the imagination enough to draw you in but gives away little. Watch for yourself on YouTube and follow Lonely Gimmick at the links provided.