By: Hilary Johnston August 13th, 2013
Born Ruffians released their third album, Birthmarks, back in April and have been showing off their increasingly sleek sound all summer. The record is satisfying, affording a more mature direction for the quartet while maintaining their steadfast Ruffian spirit. The release of the video for “Needle” is timed favourably to build some hype for the last few North American stops before the band takes off for Europe in the fall.
The video features all of the obvious choices, from the quintessential Brooklyn Bridge shot to performance clips and the seemingly obligatory girls in a photobooth. Albeit visually entrancing, it’s nothing new. The consistent Instagram-esque stock effect gives the impression that the disjointed events are occurring as part of some sort of reverie. Either way it’s a blur, imaginably due to all of the rooftop champagne carousing. To directors Istoica and James Cooper’s credit, there is some connection between the video and the song. By bouncing between shots of lead singer Luke Lalonde wandering the streets and mingling with sociable twenty-somethings, an insular feeling is implied, visually complimenting the refrain “I belong with no one / You belong with me”. What’s more, New York may be the perfect setting to bring a song about being part of a larger whole to life. Sure, it’s another obvious choice, but I think this one is forgivable.