Fresh off the back of winning the coveted Rolling Stone Magazine’s Music Video of the Year award overnight for “Is This How You Feel” (directed by Alex Ryan), Sydney band The Preatures have just premiered the video for their new single “Better Than It Ever Could Be”.
The video, directed by Josh Logue (Empire Of The Sun, Josh Pyke, The Rubens, Birds Of Tokyo, Hilltop Hoods), premiered on The Guardian website in the UK to celebrate the return of the band for their upcoming headline European/UK tour.
“Jack had this riff that we were jamming around. We kept throwing it out and being a bit dismissive of it – it’s so classic but we thought it was cool and didn’t want to see it go to waste. I’d been listening to a lot of Bowie, particularly the 1977 record ‘Low’ he did with Brian Eno. ‘Sound and Vision’ is one of the tracks on the record and it’s like Bowie’s little ode to writing and making music. So I guess I wrote ‘Better Than It Ever Could Be’ as a bit of an answer to ‘Sound and Vision’. I liked the idea that imagination is as good as it gets, that there is always something lost in the realisation of an idea, but the loss is kinda joyous in its own way,” frontwoman Isabella Manfredi said of the track.
The Preatures have been earning popular and critical acclaim both in Australia and abroad; highlights of 2013 included a massive career win in the US signing with Capitol Records/Harvest (Pink Floyd, Iron Maiden, newer signings BANKS, Death Grips),Virgin Records in the UK and Barclay Records in France. In August ‘Is This How You Feel?’ won the coveted first prize in the Vanda and Young Songwriting Competition while frontwoman Isabella Manfredi caused a stir with her collaboration on 8 x ARIA-nominated artist Flume’s new track ‘The Greatest View’ which the pair performed at the 2013 ARIA Awards.
‘Is This How You Feel?’ was a straight-up smash; the single was nominated for Best Pop Release at the 2013 ARIA Awards, won the FBi SMAC Award for Best Song, labelled Pitchfork’s Best New Track as well as securing a spot in the Top 10 in Triple J’s Hottest 100.
In 2014 the band have been announced as part of the Coachella lineup, and are all set for a headline European/UK tour this month including a sold-out London show at infamous venues Water Rats and The 100 Club.
