Today,Â Peach PRCÂ delivers the official video for her melodramatic, dance-while-you-cry anthem,Â Forever Drunk.Â Â The video concept was conceived by Peach PRC, with DirectorÂ Nima Nabili RadÂ (Allday, Odesza) bringing the hyperpop starâ€™s vision to life.
As an artist who is heavily into DIY; from creating her own artwork, merchandise and home studio recordings, her latest video offering shows the singer songwriterâ€™s heavy involvement with the overall creative visuals of her project.
Peach PRC says. â€œI actually worked with Nima about 2-3 years ago and featured in the video for Oliver Heldenâ€™s song Melody. (Iâ€™m still the thumbnail and a little Peach dressed as a fox.. hahah). It’s at 35M views but it was my first sort of job I ever had in the music world. I was asked to be in his videos a few times and remember always being on set imagining what it would be like to one day be in my own video. The reason I’ve learnt how to write video treatments is because I’ve read so many from Nima over the years and it’s why when I sent this one to him, he didnâ€™t change a thing and allowed me full control. Being back behind the camera with him, all these years later, with all these new songs of my own under my belt, is very much a full circle kind of moment. â€œ
The Forever Drunk video was filmed at the Fat Controller Club in Peach PRCâ€™s hometown of Adelaide, while there supporting UK artist Yungblud on his Australia and New Zealand tour.
Forever Drunk is Peach PRCâ€™s first collaboration with US pop songwriter Bonnie McKee (Katy Perry, Britney Spears) and has press raving its arrival. Tone Deaf praises its â€˜glossy and buoyantâ€™ production, Coup De Main hails it â€˜A Must Listenâ€™ and newcomer Check Check a â€˜sad pop bangerâ€™.
The Sydney-based showstopper will once again take to the stage for Australian festivalâ€™s Spilt Milk and Falls 2022 in the months to come.
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With thanks to Island Records Australia