The Morelings | Photo by Bob Sweeney | courtesy of the artist

Tonight, emerging Philadelphia atmospheric popsters The Morelings head south for a gig at The Pharmacy with Moto Surf, Brackish and Thief, Steal Me a Peach. Leading up to that show, the band got a great spotlight on Philebrity yesterday that we highly encourage you read. In it, Kedra Caroline and Matthew William touch on the behind-the-scenes process of making its debut full-length, shares how it really feels about all those Slowdive comparisons (sorry, guys) and gives insight into the importance of music videos: a viewpoint that super encouraging to read.

In a time when the music video medium is a shell of its former self, you have embraced the format. How do you feel about the process of making these clips? What has the response been like so far?

Kedra Caroline: I’m a very visual person, so the filming and editing of these videos, the merging of the music with images is an exciting process. Last week we released the video for “No Sign” where, for the first time, we brought in live concert footage of Matt and me. It seems that those people who have been reached by our videos have enjoyed them, as the feedback we’ve received has been positive. Where ever the art of music video making is now, there’s no getting around the fact that images with music can create an emotional depth that the music cannot do alone.

Read the entire interview here, watch The Morelings’ video trilogy below, and get more information on tonight’s show at its Facebook event page.