Video: More, ‘Elaborate Attractions’

Kevin Bronson on July 17th, 2020

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More is the new hard-to-Google rock duo of singer-songwriters and multi-instrumentalists Kane Ritchotte and Malcolm McRae, who debuted in May with a pair of singles and today released their first EP, “1/2.”

Theirs is a slightly left-field and decidedly erudite take on ’70s-era classic rock and psych-pop — maybe they’re the kind of band destined to become cult favorites from the very start — and as the wild new video for “Elaborate Attractions” demonstrates, they’re not afraid to take an idea and run with it.

Using a variety of wide-angle, fish-eye and P.O.V. shots, director Keene McRae, Malcom’s brother, turns a simple errand into a caper flick/adventure movie.

“We were at Kane’s mother’s place one day and she asked us to go get some lemons,” Malcolm McRae told American Songwriter, where the video premiered. “… It was during coronavirus so we didn’t want to go to the store, so we walked around the neighborhood and found lemons from a yard and it took hours.

“So, when we were coming up with the concept for the video, we thought it would be fun, because the lyrics reference Joseph Campbell, to include mythology and do our own kind of version of ‘The Hero’s Journey.’ But we were the characters, who were actually anti-heroes, because our task of finding lemons was so meaningless.”

The EP was made at Sound City Studios with producer Tony Berg and includes backing vocals from Maddy Baltor, Joseph Lorge and Will Maclellan. There’s a second EP in the works for later this year.

||| Watch: The video for “Elaborate Attractions”