The new kids on the I OH YOU label block, DMA's, have released this fresh new video for their track 'The Plan'. As their backstory goes, the Sydney trio surfaced from what was a relatively unknown status and after getting the attention of I OH YOU, what followed was the band being ushered in as 'the next big thing'.
Releasing their self-titled debut EP in March of this year, the three-piece continue to quell any doubt to their buzz with singles such as 'Delete', 'Feels Like 37' and demand seeing two new shows added to their sold out East Coast tour.
'The Plan' is the third release off DMA's five-tracked debut and the track emanates that shoegaze vibe that many find synonymous with the band. The video is a tongue in cheek (so I hope) portrayal of band member Matt Mason's infatuation with the Ibis (bird, not the hotel chain).
Collaborating with Sydney director Gabrielle Dadgostar, the short film takes the viewer alongside Mason's journey as he aimlessly wanders around a forest, with cutaways to extreme closeups on the bird of his affection, even showing Mason by a candlelit piano which is adorned with portraits of the aformentioned species, in what is evidently a makeshift shrine. It's a constant cross-cut visual display of rippled waters, forestry and well an unquestionable infatuation with the Ibis bird indeed.
Words by Alean Penaflor
SEE ALSO:
WATCH: DMA'S 'DELETE' (LIVE AT STUDIOS 301)
INTERVIEW: JOHANN PONNIAH, I OH YOU
