On first impression 'IKEA' by Saint Petersburg's rising alternative electronic band Electroforez may seem a wry, sardonic take on those that indulge in retail therapy. But all things considered, there's something dark, and deeply emotional about this 80s new wave-inspired cut.
The hard, propulsive dance beat indicative of the desire to escape; the warped minor vocal tones soaked in a cathedral reverb feels torn. The visual features scenes of domestic violence and meditations on loneliness.
It's brilliantly shot, well art directed, and IKEA fans can rejoice in looking at the proliferation of garments made out of the garish IKEA bags.
Of the visual, which was directed Anna Asmus and produced by Simon Gromov, Electroforez told Gigwise: "The plot of the video mostly reflects the song’s lyrics, which are based on personal experience: problems in a once perfect relationship become irreversible and only light and comfort of IKEA maintain the memory of the good times.”
“The set idea comes from the filming crew’s childhood impressions of their first visits to IKEA during the early 00’s. Amidst the post-Soviet decay and deceiving opulence of Moscow, those perky and laconic interiors left an imprint on many future hipsters, designers and other creative people.”"
It's a theme that correlates well with early scene in Fight Club, but it's too informed by their own personal history and emotion to be a pastiche.
Electroforez formed in 2012 when classmates Ivan Kurochkin and Vitaly Talyzin set out to gain a following for their music in their hometown Saint-Petersburg. Word of mouth spead, earning them wider national acclaim on the modern Russian music scene, which spawned a cult following from Vladivostok to Eastern Europe.
The name of the band is derived from the medical procedure where medication is induced into a patient’s body with the help of electric current
Electroforez were one of the most talked about at Station Narva in Estonia, a festival headlined by Echo and the Bunnymen, and located right on the Russian border.
The band are on tour throughout Europe now and have every chance of breaking more places in Europe with their scintillating live show. See their social media for more details.
