Video premiere: Small Culture, ‘Run Away (To Me)’ ft. Shannon McElhaney

Kevin Bronson on July 26th, 2017

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Small Culture (Photo by Marchello Y Pangemanan_

Small Culture is the brainchild of Jerik Centeno, a Filipino-American who was born and reared in Hawaii, outside of the islands’ cultural stereotypes: “surf, swim, wear board shorts, have long hair and drive a Toyota truck,” he says. Now based in San Diego, he’s made other adjustments as well — many of the modern variety, like online dating, which he points out “isn’t all about hooking up.” His collaborator on Small Culture’s wistful new indie-pop track “Run Away (To Me)” is Shannon McElhaney, with whom Centeno matched with on Tinder. It’s a meditation on millennial life and its complexities. Is negotiating them cause for despair or celebration? This Centeno wonders in the beautiful video, directed by Benjamin Howard and filmed at the San Diego State University’s art building overlooking the I-8 freeway.

||| Watch: The video for “Run Away (To Me)”