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Purity Ring's "Lofticries" Is Our Music Video of the Day

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If you can tie all of the sub-texts in this video together, you're probably a fan of Cloud Atlas -- the novel and the film.  The rest of us are left to ponder what the heck Montreal's Purity Ring had in mind for "Lofticries."  The director, A.G. Rojas, is know for his enigmatic videos for others including Jack White and Odd Future, and he told Filmmaker Magazine:  "The thing about music videos is that you're not going to make money off of them. So I want to make videos that will reflect the films I want to make."  Purity Ring is playing at Webster Hall on January 11, 2013.


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