Following the aesthetic of Feist’s overly known music video for “1234”, Chelsea Sang is back with her new music video for “New Perfume”The sassy clip for “New Perfume” is a funky, fun-loving jam that is equal parts throwback and a healthy dose of 2016. The most immediately striking elemnt of the video is the modern-day VW bus painted in a brilliant yellow color, and with the matching EU license plate that appropriately spells out SHÄGNWGN. From their base in the bus, Chelsea and her band electrify the indoor soundstage with unparalleled energy, an eager group of friends, and a kaleidoscope of colors covering every surface. At times it feels like a beach party, and at others it is reminiscent of the legendary dance clubs of the disco era. Whatever the aesthetic, Chelsea and her crew guarantee that this is going to be one wild ride that you won’t want to miss.
With her Fender Stratocaster at her side, and smooth, jazz inspired vocals, Chelsea Shag is invigorating and refreshing. Though she was born and raised in Canada, it is in Atlanta where she found her soul and her voice. And what a voice it is! She is in full force after the launch of her debut album, Colours, as part of the ever-growing Madison Records family. Her newest video, “New Perfume,” is the perfect showcase of not only her eclectic guitar playing and exceptional songwriting talents, but also of the vibrant, unique persona that she offers in contrast to a notoriously formulaic music industry.
One listen to “New Perfume” and the vibe of Chelsea Shag crystalizes instantaneously. Her complex, but catchy guitar chops are at the core, and using that as her foundation she crafts a tune that pulls influences from various eras. With a nod to the past it is also the kind of tune that could shake up modern radio! Even as she preps to take her band on the road in support of Colours, she’s already started thinking ahead, having linked up with producer Stefan Skarbek (Amy Winehouse, Lily Allen). Skarbek says that he wants to work with Chelsea because “she has that special gift to deliver a lyric with authentic emotion.” Before we get too far ahead of ourselves, however, let’s talk more about “New Perfume.”