After being asked by YouTube's music editor to feature their latest album, FLORA, as a streaming preview, three-piece Swedish band Fredrik decided to create a carefully premeditated visual accompaniment to their album. They plotted and directed a piece over half an hour long, that questions music video conventions.
"These days, the whole idea of releasing records feels kind of abstract and non-defined, so we thought this sounded like a fresh take on the whole thing," explains drummer Ola Lindefelt.
The entire video was shot and then reversed in post-production. But because the camera is moving forward throughout the duration of the video, the detail is not immediately obvious, and it isn't until the first glipmse one catches of a man bicycling backwards that it truly clicks.
Logistically, Fredrik knew that they wanted the route to start from the ocean and return to their garden studio. To make this happen, vocalist and multi-instrumentalist Fredrik Hultin -- who also did the biking for the shoot -- began at home base and slowly made his way out to the coast. Hultin listened to FLORA
during his bike ride and managed to pace the entire route to the music, but the video was later slowed down for a "dreamier feel."
"The original timing was lost," says Lindefelt, "but a new one appeared."
"These days, the whole idea of releasing records feels kind of abstract and non-defined, so we thought this sounded like a fresh take on the whole thing."
-- Ola Lindefelt, drummer of Fredrik
17 May, 2011