By Will McGuirk
“Society has set that tone but that don’t make it so / Despite how it appears to you, that don’t make it true.” These are the only words in the song from Montreal musician Yves Jarvis (Jean-Sebestian Audet) and the imaging reflects a similar brevity.
“I don't like to overwork my music videos”, says director Colin Medley, “ Sometimes I'll hear a song and I'll just roll with my first instinct. When I heard this track I just immediately thought of 90s hip-hop videos. Fish-eye lens, mall parking lot, puffy jacket. Easy. The shoot was quick and improvised because I wanted to keep it loose and just showcase Yves' personality. Nothing bores me more than a music video where the artist is trying to be a certain way, I feel like I can always see right through it. My goal is to always capture the artist or band as they actually are, and I hope that comes across in the videos I've made.”
That Don’t Make It So” is on the album, ‘The Same But By Different Means’ to be released Mar 1, 2019 on Flemish Eye Records. Yves Jarvis will be on tour with Homeshake, making a stop at the Phoenix in TO Mar 31.