Brighton, UK’s As It Is has released a new song and music video for “Pretty Little Distance,” taken from the band’s highly-anticipated sophomore album okay., set to release Jan. 20, 2017. Digital and physical pre-orders are available now, where singles “Okay” and “Pretty Little Distance” are both available as instant downloads with each pre-order.
Directed by Joshua Halling, the video is set in the conceptual world surrounding the album, a too-perfect bubble controlled by the fictional Happy Co. The video is an introduction to this world, where its inhabitants are sold on happiness but underlying tensions remain, no matter how much they are force fed said happiness.
Lead singer Patty Walters explains, “‘Pretty Little Distance’ is a song about coping. The song is a cynical and sarcastic view on needing to escape real life for a more convenient reality. This song and the world we created for this record go hand in hand in that way. It’s my favourite video to date, and performing whilst a dance-off was happening in front of our eyes was something incredible, and something I wish would start happening at shows when we play that song. We’re incredibly excited to start showcasing the conceptual, metaphorical world that surrounds this record.”