As the world and its ‘masters’ increasingly seduce and trap its inmates in their own design, the new single from Scottish indie musician/songwriter/producer Kevin Mcgowan is a timely statement and wake-up call with a striking video to reinforce its attention grabbing presence.
Hibernation Masturbation was written seven years prior to its new release and back then it reflected a growing virus within a populace increasingly disconnected from the world and its furtive and often more openly selfish vices. Fair to say the track’s observation is even more relevant to the now and the apathetic blindness to the controlling addiction shaped and driven by technology and media.
Talking about the song recently, Mcgowan said,” The song is basically saying how we are all in a state of hibernation and are unaware of what is going on in the real world around us. We get all our information from a screen, be it TV, mobile phones, computers or mobile tablets, and it has become a problem to decipher fact from fiction.”
We are all caught up in the subterfuge in various ways, even reading this and watching the video part of being connected to “some kind of self-absorbed internet addiction”; Mcgowan adding; “As a society we have lost our way and exist in our own little bubbles where we can’t tell the real person from their social media profile. We are an idea of our dream selves rather than simply existing, images dictate our own person, creating unattainable needs, desires and aspirations.”
The song’s video and its surreal atmosphere is an echo of those thoughts; its intimate and occasionally claustrophobic insight reflecting the bewitching fantasy and the ease in slipping into its fake but easy to devour stealing of choice and honest observation.
Even loneliness is nurtured by the reliance on thought dictating and enslaving technology and its wares, the video again with its distant but potent Alice In Wonderland like surrealism a direct poke which makes you think and assess as the enthralling song itself captures a share of the imagination.
With deceptive self-reliance on this escape leading to being wrapped up in one’s own world similarly courted by the enticing imagery of Hibernation Masturbation, an eye luring landscape interrupted by great shots of Mcgowan and his guitar craft, the video and indeed song enlightens and transfixes while almost being a paradox in that captivation with its theme.
The video is also a wealth of fun which should not be skipped by, with the power of a great song as its soundscape, Hibernation Masturbation is a spark for a grinning but thoughtful imagination to fall in to.
Check out the Hibernation Masturbation video @ https://www.youtube.com/watch?v=JgNxdF01iX4 while the single is available to buy via imagine & believe Records on iTunes @ https://itunes.apple.com/gb/album/hibernation-masturbation-single/id1146680042?ls=1&app=itunes
Pete RingMaster 30/10/2016
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