By Allison Watkinson
TLL Reporter
The Chinese music group Absolute Purity and the advertising company FRED & FARID Shanghai have released a new video for the bands’ single, Crime Fiction.
FRED & FARID Shanghai is the Chinese division of the international advertising and brand management agency FRED & FARID. Crime Fiction is the second music video created by FRED & FARID Shanghai’s in-house production company FF Productions.
Led by the singer Wen Jun, Absolute Purity creates music that combines the post-punk, electronic, experimental, and psychedelic genres. The bands’ new Crime Fiction music video is designed as a narrative dance film that focuses on a technological dystopia that has been taken over by virtual reality. The video is intended as a commentary on the negative impact of advanced technology on society.
“When I was writing the lyrics of this song, I wanted to capture my own inner feelings about the tension and pull between people and their relationships,” said Wen Jun. “The lyrics are intentionally vague, abstract, and more focused on emotions and consciousness, leaving space for the listener’s own projection and imagination.”
FF Productions worked with visual artist DJ Furth, choreographer Anneliese Charek, film editor Matt Osborne, and several other up-and-coming artists to create the Crime Fiction music video.
“The project was created in the midst of so much uncertainty, navigating fluctuating COVID policies in China, and yet together with the FRED & FARID team, we pulled it off in a truly impressive way,” said DJ Furth.
Crime Fiction is currently available on all major streaming platforms, in addition to Absolute Purity’s official social media channels.