NYRE Releases Music Video “Joke’s on Me”
Toronto-based singer-songwriter NYRE ‘s song “Joke’s on Me” from her debut EP “Avoidant” captures the tragedy of forlorn love. The video directed and edited by Minami Noguchi replete with dreary, yet meaningful visuals complement the song’s emotional fragility. “Joke’s on Me” draws inspiration from NYRE’s turbulent relationship. Her ex, an apathetic saboteur, who, according to NYRE, “was the love of my life.” The lyrics, jointly written by NYRE and Co-writer/producer Jonathan Karkar, dissect a lover’s yearning which seems naive and whimsical in hindsight. Reminiscing about times when things were hopeful, the singer recounts her efforts which did not matter in the end. Instead of blaming her ex, the singer placidly accepts that the “joke’s on me,” underscoring her failure. Similarly, the lines “Love is a slippery slope/I’m tumbling down” reveal the poignant reality of a resigned soul.
Harmonizing vocals by NYRE complete with dynamic pitch variations elevate the song. NYRE’s vocals are interspersed with Jonathan Karkar’s impactful production alongside Luke Fair’s mixing and mastering. The video, mostly depicts a liminal space such as an empty room filled with surreal props that convey the despondent mood with impeccable ability. Riku Kuwada’s use of enticing camera angles showcases their skills as a director of photography. Kuwada’s deployment of a contrasting color palette fluctuates similarly to the mood of the song, adding to the effect. As does Hannah Chang’s simple but effective contribution as a production designer.
Efforts by NYRE to find footing in the Alt-Dark Pop genre come alive in “Avoidant.” The EP, comprising four songs: Joke’s on Me, It Should Be You, You Didn’t Mean It, and Main Character, encapsulate the trauma behind a relationship that fell apart. Loaded with a heady combination of dark beats, acerbic lyrics, “Avoidant” is an EP that haunts and enthralls in equal proportion.
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