Rubblebucket’s ‘Lemonade’ Video Is a Meditation On ‘Purchasing Happiness’: Exclusive


Rubblebucket's Alex Toth has a vivid reminiscence of the primary time he performed band mate Kalmia Traver his preliminary concept for what would turn out to be "Lemonade."

"Oh, did I weep?" she asks him, laughing.

"Yeah," he responds. "You moved out, I hadn't seen you for a pair months or one thing, you got here again to seize some issues and I performed you a pair songs, and also you had been on the ground crying."

The music — like a lot of their newest album, Sun Machine — is impressed by the top of their romantic partnership after 11 years collectively, and it's written by Toth from Traver's perspective, one thing he says was a totally unconscious selection.

"The increasingly I am going into the songwriting craft, the extra I'm like, 'I’m not actually deciding an excessive amount of. I'm letting my unconscious drive what the music goes to be,''' he explains. "And I used to be like, 'Whoa, okay, that's what you're doing? That's what you're making an attempt to say?' And I noticed as I used to be uncovering this refrain, I used to be like, 'This isn't me singing to Kal. This is unquestionably Kal singing to me. This is unquestionably not a Toth music. This is unquestionably a Rubblebucket music.'"

But a brand new Rubblebucket music seeing the sunshine of day after their breakup was by no means a given, Traver says.

"It was positively completely up within the air," she says. "We had no concept. We really had a variety of gigs scheduled throughout that point, so we had been required to be there and be current and work collectively, and after we didn't have gigs, we had been simply taking a ton of time aside, and I believe after a number of months, there was only a sure level the place we simply had been sort of like, 'We each would like to nonetheless be associates and nonetheless have Rubblebucket be a factor.' And so it was like a check. We needed to work on therapeutic our relationship and having our interactions be extra predominantly optimistic ones if we needed that. And it was cool, I imply, I really feel like for each of us it led us to a variety of introspective soul-searching work that was completely priceless for our lives normally."

Toth agrees. "It was a complete game-changer for me. I imply, it simply completely obliterated the entire idea of my complete life. Just all the pieces was up within the air. That is perhaps a extremely scary place to be, but it surely's additionally a extremely exhilarating place to be."

That duality of grief and wonder might be felt all through "Lemonade," and it's an idea the group executed visually by re-teaming with director Julia Barrett-Mitchell and director of images Alex Suber, who that they had labored with beforehand on the video for "Fruity". The 360-degree video is impressed by the "solar machine" idea talked about within the music's first line from which the album takes its identify ("We used to speak concerning the solar machine/We might flip the lights then our love would by no means finish/You had been just like the American dream/Made me need issues I don't actually need").

"There's many layers to what that line means, however essentially the most true-to-life has to do with if you're in a relationship with somebody and issues aren't going effectively, you would possibly reminisce concerning the previous or be nostalgic or want for the previous, when issues had been new and also you had been youthful and issues had been extra pure and childlike and the love was extra visceral," Toth explains. "And that may be the solar machine, that extra blissful time… It made me suppose it'd be actually humorous if we had a fictional firm referred to as Sun Machine Corp…like the concept that there's this vaguely dystopian biotech firm from the longer term that's manufacturing solar machines, manufacturing and supplying you with these little bio-implant dots and when you get that implanted, you're simply in a state of perpetual bliss."

"It's additionally a little bit of a commentary on the way in which we do attempt to buy our satisfaction, buy happiness," he continues. "And actually, happiness takes a lot work to domesticate, and it's a little bit of an inside job. And so we needed to on this video paint the image of what Sun Machine Labs could be like."

Barrett-Mitchell and Shuber's use of 360 means the video calls for a number of viewings, each uncovering a brand new perspective. "It actually is a tremendous strategy to seize the entire atmosphere," Toth says. "It's actually really fairly straightforward to apply it to YouTube and Vimeo the place you simply slide your telephone round and the atmosphere shifts or you possibly can transfer your finger round. It's actually cool."

And although the probabilities are infinite, Traver sees "Lemonade" and Sun Machine has a "very culminating expertise" for Rubblebucket. "We've been doing this for greater than 10 years, making artwork collectively, and we've had these items we needed to say or had been making an attempt to say with visuals and with sound and with the spirit of the music," she explains. "I believe after I look again on all of our work, I'm like, 'Yup, that was me making an attempt to say that.' And with this, I'm like, 'Okay, I believe I perhaps mentioned it.'"