Plaitum - “LMHY” (Official Video)

Plaitum is the charmingly misspelled, SEO-friendly name of this new London group, and noisy goth-pop is their game. The duo — consisting of Matt Canham and Abi Dersiley — are gearing up to release their self-titled debut EP next month, and “LMHY” is their muscular, back-bending lead single. It’s equal parts post-Lorde moody swelling and drilling, industrial smack. Their debut effort was produced by the masterful Paul Epworth, and will be released on his own label, Wolf Tone, so the two of them come with some established pedigree in tow. The video for “LMHY,” which was directed by Julian House, is all shimmery lens flares and sun-spotted shadows.