X AMBASSADORS RELEASE VIDEO FOR “MY OWN MONSTER”
SAM NELSON HARRIS DANCES WITH HIS SHADOW IN DARKLY CINEMATIC VIDEO
17 JUNE 2021 (TORONTO, ON) - Multi-platinum-selling rock band X Ambassadors share the video for their latest single “My Own Monster” today. Directed by longtime collaborator Daniel Iglesias Jr., and made in collaboration with Mathematic — the Paris VFX house known for their work on Lil Nas X’s “Montero (Call Me By Your Name)” — the video for “My Own Monster” accentuates the song’s noir-pop element by placing Harris in a partially animated alternate universe.
In tribute to the scene from Anchors Aweigh in which Gene Kelly dances alongside Jerry Mouse from “Tom and Jerry,” the black-and-white visual finds Harris performing a choreographed routine with his own shadow, injecting a bit of classic-cartoon humor into the track’s chilling mystique. Harris worked with choreographer Genna Moroni training for a month before shooting the video.
Watch the video HERE
“The idea for this video came to me in a dream a couple years ago and now it’s come to life,” says lead singer Sam Nelson Harris. “The video feels playful and dangerous and kind of unhinged all at once, which is how I felt while making this record and video.”
Released via KIDinaKORNER/Interscope Records/Universal Music Canada, the country's leading music company, “My Own Monster” is a moody psychodrama in the form of a groove-heavy pop song that examines themes of alienation, emotional risk and the desire to break free from pain. It was inspired by the pressure lead singer Sam Harris feels every day to keep things in his life together professionally, personally, mentally and emotionally. It is a song about someone who has an evil voice inside their head and embracing it rather than running from it.
“My Own Monster” is the first song to be released from the band’s highly awaited third album, The Beautiful Liar, due out later this year and marks the start of a compelling new lyrical direction for X Ambassadors.
About X Ambassadors
X Ambassadors made their full-length debut with VHS, a 2015 release that saw the band transition from Ithaca alt-rockers and Brooklyn-indie-scene outsiders to Billboard stalwarts. Now certified platinum, VHS provided an intimate look at Sam Nelson Harris and his brother Casey Harris’s youth, delivering the genre-defying hits “Unsteady” and “Renegades” and leading to a three-year global touring odyssey as well as a string of high-profile festival performances. VHS was followed by X Ambassadors’ 2019 sophomore album ORION, which they supported with an extensive headline tour of the U.S. A project inspired by ’60s and ’70s soul and R&B, the band’s Belong EP arrived in March 2020. Their hyper-creative multi-part project (Eg), three-song effort released in early 2021, found the band collaborating with a series of similarly forward-thinking artists, including Earl St. Clair, Terrell Hines, and Jensen McRae.
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