Purity Ring, for however sweet their music can sound, possess a dark undercurrent through most of their songs. Megan James’ lyrics can often be as moody as some of production, if not more so. Their videos frequently delve into the darker elements of their music, and their latest is no exception. The video for Another Eternity highlight “Begin Again” might be their creepiest video yet, with its digging up of a body as well as its general occult vibe.
With its themes of reanimation and its climax comprising of a macabre ceremony that everyone except the woman subjected to all the goings on seems to think is completely normal, the “Begin Again” video isn’t exactly a breezy watch, but it’s definitely an interesting one. Watch it above via Apple Music.
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