San Francisco shoegaze alt rockers outfit Pure Hex unveils their new single ‘Trick of the Light,’ a reflective closer to their upcoming record Spilling/Five of Tears, releasing January 17, 2025.
Accompanied by a visually rich music video, the track captures the tension between cherishing fleeting moments and the inevitability of time slipping away.
“It’s bittersweet and beautiful,” shares lead vocalist Marta Alvarez. “It will call you back from the worlds of what now and what will be, and remind you that you can only ever really experience the now.”
Emerging from the Bay Area’s DIY scene, Pure Hex blends elements of alternative rock and 90s grunge, invoking comparisons to Deftones, The Smashing Pumpkins, and Mazzy Star. Their sound fuses heavy, swirling guitars with ethereal, haunting vocals, creating a balance between intensity and introspection.
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The accompanying music video extends the song’s themes into a mysterious and magical narrative. “Part of the reason why we love to work with a video team like this is that they had the space to interpret the song in their own way,” says Alvarez.
The video introduces five characters who uncover a buried book on telekinesis and begin experimenting with its secrets. “You get caught up in the magic these people are creating, and then that reality is shattered in one fell swoop,” Alvarez explains.
The juxtaposition of beauty, mystery, and loss mirrors the band’s approach to songwriting, drawing listeners into lush sonic worlds that linger with unanswered questions. For Pure Hex, it’s not just about delivering a song—it’s about crafting a complete sensory experience that lives beyond the moment.
With Spilling/Five of Tears on the horizon, Pure Hex continues to offer a unique blend of nostalgia and contemporary resonance, urging listeners to embrace the fleeting present.
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