Premiere

Noga Erez – “Toy” Video

Tel Aviv electronic producer and singer Noga Erez is bringing attention to the world around her through her carefully constructed music. She’s gained attention by sharing her truth and writing about issues often neglected, especially in music. In anticipation for her June debut album Off The Radar, Erez is sharing director Hen Makhluf’s music video for her new song “Toy.”

On a rooftop overlooking the city, we watch as night turns to day and Erez sees a strange pack of human-monster hybrids running on all fours down the street. That’s their only appearance in the video, but it sets the tone to something eerie and more sinister. As a hooded Erez looms over the city flanked by backup dancers, the beat-driven track booms in the background, complementing the dancers’ jittery movements. Erez is gripping as she sings, “I wear a crown /With my head down/ Long heavy gown/ Cause my bent spine.” In a message to Stereogum, she further explained these lyrics and the songs exploration of power dynamics:

“Toy” is sung from the point of view of someone who has inherited leadership, regardless of their talent or experience. The lyrics, while short, are meant to show the contrast between someone who disowns his “crown” vs. someone who embraces the privilege, entitlement and influence and uses it for their own personal needs. They become self-absorbed and destructive. Showing how quickly and easily power can corrupt a person.

The video wraps with Erez’s repeated final line, “They say love will kill us all.” Either that or the ominous threat of whatever is wreaking havoc in the streets below them. You can check out the video here.

Tour dates:

03/09 Tel Aviv, IL @ Teder Festival
03/15 SXSW / Austin, TX @ Reeperbahn Official Showcase @ Esther’s
03/16 SXSW / Austin @ Pukkelpop/Disco Naivete @ Sidewinder
03/17 SXSW / Austin @ FLOOD / Tune In Tel Aviv @ Cedar St. Courtyard
03/18 SXSW / Austin @ NME Official Showcase @ Barracuda Inside
03/21 London, UK @ Village Underground – Convergence Festival
04/08 Paris, FR @ La Gaîté Lyrique – ARTE Concert Festival
05/19 Brighton, UK @ The Great Escape Festival
06/03 Barcelona, ES @ Primavera Festival

Off The Radar is out 6/2 via City Slang.

Noga Erez -
CREDIT: Tonje Thilesen