Tel-Aviv musician Noga Erez states her claim on 2020, dropping "VIEWS,” the first track from the long-awaited follow-up to her 2017 debut LP Off The Radar. Known for her politically poignant work, Noga has already built a reputation for pulling no punches when it comes to speaking her mind. “VIEWS” sees her combining acerbic lyrics, sass and undeniably catchy pop hooks in peak form.
The track features vocals from Erez’s collaborative partner, Ori Rousso, and a verse by LA-based hip-hop artist Reo Cragun. Erez maintains the electrifying “confrontational, take no prisoners” (The Guardian) swagger that put her on the map while quite literally referencing the absurdity of paying for views on social media.
Clad in a scarlet suit climbing up a never-ending staircase, the video showcases Noga's complexity as a multi-faceted creative. It's about the false promotion of self; it's about the over-saturation of information; it's about realizing that promoting your personal life, your image, and your micro-world often overshadows your true voice – in this case, the music.
Directed by Indy Hait, Erez comments: "VIEWS is one of those songs that was inspiring and easy to write a visual piece for. The 'endless staircase' idea came to me after writing four treatments for the video. That's when Indy came in and started to strip away all the bullshit, layer by layer. He stripped the idea down to its core and in his unique style and aesthetic, directed a piece that only has significant & memorable moments in it.”
“In my verse, I tried to voice that insecurity that can lead to people faking or buying views to portray an appearance of success. I wanted to relate to that feeling, not criticize” Erez says of the track. “We thought it would be more interesting to have a counter perspective to mine so we reached out to Reo and he came back with his magnifying verse about (as I understand it) how this sort of stuff comes back to haunt you in the end.”
MORE ABOUT ABOUT NOGA EREZ:
Noga Erez is one of Israel’s few breakthrough indie stars, signed to Berlin label City Slang – home of Caribou and Junior Boys – and one of the country’s most hyped artists (one writer called her “the Israeli answer to a Björk”). She burst onto the scene with Off The Radar in 2017, winning acclaim across the globe. While the music she makes in collaboration with her partner and co-writer, composer and producer Ori Rousso, exploits many of the more physical, dynamic elements of electronic & pop music, it also embraces a cerebral sensitivity that’s made her one of her home city’s most exciting, idiosyncratic artists. The grainy textures and potent atmospheres forged with her synths and ingenious beats bravely straddle genres.
Her 2018 standalone singles “Bad Habits” and “Cash Out (feat. SAMMUS),” and 2019 collaboration with ECHO, “Chin Chin” saw her continuing to forge a path of uncompromising and unpredictable, gritty, truth-seeking alt-pop. “VIEWS” marks the start of the next chapter in her career, with a new full-length and extensive live dates set to follow later in 2020.
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