PREMIERE: Sofia Machray’s ‘Crumbs’ Music Video

Released on her debut full length EP ‘Language of Flowers’, Crumbs unloads a dense emotional outpour at the intersection of indie-pop, heartland rock, and shoegaze. Filmed and edited by Elise Lanigan and assisted by Kerry Pulham, Machray’s latest music video and visualiser is a prime example of the Pōneke-based dream rocker’s ability to build intersectional and creatively cohesive work that bridges sonic and visual artscapes.

The track, released earlier this year as apart of her debut full length project, draws deeply from Machray’s obsession with flowers. “I’ve always been drawn to flowers, the way they change with seasons and day-to-day life whether we notice them or not, I think humans are similar in many ways and I love writing about these concepts. Aside from nature fueling my creativity the outdoor world has played a significant role in my life and wellbeing.”

"I wrote 'Crumbs' as a way to process my own anxiety around confrontation, which is something that I've struggled with for a long time. I think a lot of us can relate to that feeling of wanting to say something important, but being held back by our own insecurities and worries. The song is about the emotional toll of avoidance, and the sense of regret that can come from leaving things unsaid. But it's also a reminder that sometimes it's okay to let go, to accept that we can't control everything."

The music is well paired with an introspective music video, created by Wellington-based freelance filmmaker Elise Lanigan. Lanigan says of the video, “The track is so full of emotion and longing, realisation and reflection. It kind of goes through all these phases much like a flower from seed to full bloom to seed again. We wanted to embody that in the video through movement, in contrast with this flower matriarch character. It was so much fun just turning up with these loose ideas in mind with a bunch of props and just spending a few hours at Massey studios experimenting with movement, bugs, flowers, camera techniques and playing different roles.”

Machray’s holistic approach to her creative output has rapidly solidified herself as a tactful, independent, femme-led outfit in the forefront of New Zealand’s alternative indie scene.

You can check out Sofia’s work on Spotify HERE
And you can follow her on socials HERE