South London artist Haich Ber Na has released his hypnotic new track ‘Think About It’. This is the latest single from the avant-garde artist his upcoming EP ‘From Then Til’ Now’ which is set to be released in early 2021.
Drenched in dreamy synths and pensive lyrics, ‘Think About It’ is a trip across genres. Throughout the track, Haich pulls from sounds such as RnB, bedroom-pop and new-wave psychedelia, filtering them all through his unique storytelling approach to produce an otherworldly experience. It’s a track to get lost in, packing enough subtle details into its 4-minute runtime, that listeners can find something new with each playback.
“Me and my cousin Daniel James, who’s based in the US and is also a musician, wrote the chorus about 10 years ago,” Haich explained in a press release. “The song is about someone wanting to follow their dreams but being worried it won’t work out.” It’s a subject matter that adds another note of authenticity to the already deeply personal track, having been written, produced, and recorded in the artists home studio in Lewisham. The track was then mixed by seasoned sound engineer Edmund Irwin Singer (Glass Animals), with additional production provided by bandmate True Diesel.
Alongside the release artist also provided visuals alongside the release, describing the self-directed music video for the track as in the realm of ‘MTV 90’s funk’. In the video, we see a die-hard karaoke go through a surrealist wormhole dripping in pre-2000s nostalgia, with visuals of the track being accomplished by the help of cutting-edge arts hub HQI, and Mansions of the Future.
“The concept for the video came from me thinking about how bad some “official lyric videos” are, and how I could make one where people might watch until the end.” Haich stated. “I find it interesting that as artists we put so much effort and seriousness into our work and how it’s perceived. But eventually, especially in pop music, your work can end up looking and sounding different and be used for completely different purpose.”
This track, is the third single the artist has released this year, all of which will appear in his upcoming EP ‘From Then Til’ Now’. In all it’s sound-melding glory, ‘Think About It’ serves as the perfect addition to the artists impressive discography, and cements Haich Ber Na’s status as one of electronica’s best kept secrets.
Listen to ‘Think About It’ below: