Emerging avant-pop icon I’MMORTAL has shared a hypnotic music video to accompany her third single, ‘KILLED U IN A DREAM’, which dropped on 7 June via her own imprint, Immortality. The single received acclaim from tastemaker Metal Magazine. I’MMORTAL is a New York and London-based genre-fluid music producer, vocalist, visual artist, and creative director. She launched herself into the digital sphere in August 2023 with the release of her debut tech-house single, ‘Versace Spaceship’. Her second single, a playful electropop anthem titled ‘Supervillain’ followed in October, receiving support from notable tastemakers CLASH Magazine and Earmilk. Despite being relatively new to the music scene, I’MMORTAL has seen a steady increase in streams, listeners and hundreds of organic playlist placements, with her first two singles garnering 50K streams across platforms.
The music video for ‘KILLED U IN A DREAM’ feels like a fever dream, as I’MMORTAL immaculately plays the role of a dark, goddess-like deity. The video was directed by PXKRW who are highly revered for their ability to create surreal, hyper-realistic dream worlds and alternate realities. The video is hauntingly beautiful and transports the viewer into another dimension filled with destruction, death and rebirth. The dark, ominous lighting, accompanied by occasional flashing lights creates a sense of disorientation, as I’MMORTAL puts a spell on the viewer with her trance-like movements and facial expressions.
I’MMORTAL shared: “This music video is a reflection of the concept metamorphosis. I had the wonderful chance to collaborate with the directing duo PXKRW over the span of a couple months. Since the song is about rebirth, PXKRW fleshed out the concept to encapsulate this supernatural being undergoing a very raw transformation. PXKRW wanted to create a performance-based video with stunning styling and makeup to compliment their signature VFX. The styling and makeup was very intentional to the metamorphosis theme, as we wanted there to be a stark difference between the initial white dress look and the final black dress look. My personal favorite was the second neo-baby bump look, which combined with PXKRW’s VFX genius ultimately became a representation of the chrysalis stage of metamorphosis. This was also the first time I did a movement-based project, and I spent a lot of time working with the movement director (Donna Kim) to put intention behind the movement. I pushed myself out of my comfort zone in a good way, and I feel inspired to learn more about movement for future projects!”
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