Reading four-piece Sundara Karma have just shared new track ‘Loveblood’ on Annie Mac’s Radio 1 show. It’s a big-hitting single that exhibits the best of their talents as creators of arena-ready indie. This is the kind of chorus that makes them such a compelling live act, and that quality is something they decided to focus on in its accompanying video.
Along with the striking red lighting used throughout, the live aspect was what director Michael Holyk wanted to focus all his energies on. “It felt right to write a simple idea for Sundara Karma,” he commented, “as I wanted to tap into the raw energy of them performing live. I wanted to really refine every element and I worked closely with Oscar ahead of our shoot to help him deliver a performance that was different and bold.”
As for the blood-red imagery, he added, “I’ve always wanted to work on an all red palette on a video and this felt like the right time as it suited them as artists and the songs theme.” Take a look at 12 candid shots from behind the scenes below: