Little else beats a sunny getaway, but London producer and songwriter Guy Baron – better known as Semi Precious – has come pretty close with his latest song, ‘Sun Lounger’. As the title would have you believe, the track is evocative of a faraway paradise: sunshine positively oozes out of the wandering guitar riffs, faraway vocals and skewed synth melodies, making for the ultimate soundtrack to an idyllic holiday.
Yet the visuals take you on a somewhat different journey. The video for ‘Sun Lounger’ is so eerily perfect that it feels almost disturbing – which is exactly what was intended. Directed by Francesca Riley and Semi Precious in collaboration with architects Haakon Egil Lie and Djordje Kovacevic, we’re led around a blue-skied, geometrically-perfect Utopia in the video, all while the track gets caught in a continuum thanks to the clean, looped hook.
“Sun Lounger is about the craving for a sterile, exotic “elsewhere” – a longing to immerse in a sanitised impression of reality,” said Semi Precious of the release. “When I wrote the track, I was, strangely enough, quite hooked to the world of real estate and I become somewhat obsessed with all these sun-drenched, utopic architectural mockups – so it felt quite natural to use this type of imagery for the video as well.”
The track comes off Semi Precious’s new LP Ultimate Lounge, which explores modern ideals and what is considered ‘precious’ nowadays. Despite the seemingly distant effect that ripples throughout the album, every song is permeated with a fresh, minimal take on soul. To coincide with the release, Semi Precious will be playing an intimate launch show on Thursday 28th July at The NINES in Peckham, giving South Londoners the chance to escape to sunnier climes via his dreamy music.