So Hard So Hot by Alison Goldfrapp. Video vignette by Alison & Mat Maitland at Big Active.
The first in a series of visual accompaniments to tracks from the upcoming album ‘The Love Invention’ (out 12 May).
These video vignettes (looped into the full length visualizer you see here) have been treated with a range of AI techniques to create extreme fluctuations on a spectrum that glides towards radical fantasy.

Stream ‘So Hard So Hot’ single here: https://AlisonGoldfrapp.lnk.to/SoHard...

Pre-order ‘The Love Invention’ album here: https://AlisonGoldfrapp.lnk.to/TheLov...

Creative Direction: Mat Maitland & Alison Goldfrapp
Direction: Mat Maitland at Big Active
AI artists: Claudia Rafael & Ümüt Yildiz
On-set imagery: Mat Maitland
Styling: Beth Fenton
Make-up: Lucy Burt
Hair: Adam Garland
Movement: Harry Price
DOP: Jake Schühle Lewis
Edit: Marta Strauss at Edit Egg
Grade: John Holloway at Edit Egg
AI edit: Alison Goldfrapp
Production: Partner Films

Follow Alison Goldfrapp:
Instagram:   / alison_goldfrapp  
Facebook:   / alisongoldfrappofficial  
Tik Tok:   / alisongoldfrapp  
Twitter:   / alisongoldfrapp  

#AlisonGoldfrapp #SoHardSoHot #TheLoveInvention

Lyrics

It’s so hard
It’s so hot
We should be here in now
And love what we got

It’s so hard
It’s so hot
It’s the nature of now
So love what you got

Don’t know why
Don’t know why
Don’t know why
We love this way
Don’t know how
Don’t know how
Don’t know how
We got this way
Now I live my life in the sun
Now I live my life in the sun

Live my life, live my life
Live my life in the subterranean
We’re the souls we invite
We’re the sparks in the blue
The curve of light

Don’t know why
Don’t know why
Don’t know why
We love this way
Don’t know how
Don’t know how
Don’t know how
We got this way
Now I live my life in the sun x4

Live my life x 4

We’re the souls we invite
We’re the sparks in the blue
We’re the curve
Curve of light
We’re the souls we invite
We’re the sparks in the blue
We’re the curve
Curve of light

Do you know
Do you know
Do you know
How the stars were made?
Yeh you know
Yeh you know
Yeh you know
How to radiate?

Now I live my life in the sun x4