Watch Rich Aucoin’s New music Video for ‘The Other’

 
Canadian Indie Electronic musician Rich Aucoin adds to his outstanding video catalogue with another magnetizing visual feature. The video for Aucoin’s ‘The Other’ is a discomforting cinematic piece presenting a dystopian society in which the colour of an individual masquerade mask determines the position of its wearer in society. The video, which unfolds like a sci-fi short-film, was co-directed by Aucoin alongside Ian Macmillan.
 
The song and its video draw attention to power structures and the systems of control that permeate through society. The video is layered with symbolism alluding to identity politics, and more specifically the phenomena of “othering” as suggested by the tracks title and its lyrical content:
 
“feel secure
in groups we endure
it’s a war between us and them
take a chance
it’s a long song and dance
at the end we’re just all human”
 
The abstracted reality paired with Aucoin’s remarkably poignant lyrics presents a markedly human story, one which communicates unity, compassion and tolerance. 
 
 
 
‘The Other’ is lifted from his anticipated third full-length album Release due on the 17th of May via Haven Sounds
 
 

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