Purity Ring debut a new video for “Lofticries” (playing Union Transfer on 01/29)

Electronic duo Purity Ring debuted their video for “Lofticries” on Pitchfork.tv today.  The video follows a continuum of four characters coming across surreal vignettes depicting birth, death and sickness.  It was directed by AG Rojas, the acclaimed music video and short-film creator who also directed Jack White’s “Sixteen Candles.”  Purity Ring’s “Lofticries” was included on the band’s debut album Shrines, out earlier this year through 4AD.  They’ll hit Philadelphia on January 29th for a show at Union Transfer with Young Magic; tickets and information can be found here.