San Francisco-based DJ and producer, AIR APPARENT has released his new single, “100%” featuring ÊMIA. The track is accompanied by a music video, which brings AIR APPARENT into a lush sanctuary where time stops and the relationship becomes imaginary, filled with textured glitches mixed with an ominous version of reality. Watch the video now below.
“100%” will be followed by the optimal poolside soundtrack–a collection of light and bright tracks, culminating in the 12-track LP, Chromatic featuring appearances from vocalists like Constance, Kcdeeya, GESS, Ellie Jones, and more, coming just in time for summer.
Describing “100%,” AIR APPARENT says, “I wrote “100%” with one of my favorite writing partners Teresa Tuan and Anh Le (ÊMIA) in Brooklyn. We were talking about the nearly universal experience of someone we know, may have dated, or may have briefly had a thing with trying to slide back into our messages. We’ve all experienced it – when one person is willing to give everything for someone while that someone has remained unwilling to commit. Weeks, months, or even years later, somehow that someone always comes back around with a change of heart…when it’s far too late.”
“The visuals behind “100%” follows a girl who retreats into a sanctuary of memories with her former partner, but finds that what she thought was love was really a delusion,” explains director Jeff Wu. “To counter the upbeat and anthemic energy of AIR APPARENT’s “100%,” we wanted to highlight the turbulence of the relationship reflected in the lyrics.”
The video incorporates digital glitches of the actors to mirror the disconnect in the relationship. “We merged throwback digital textures and a fantastical location to transport viewers into a space where time stands still — eerie and charming was the vibe we were aiming for.”
The track also features a rap verse from rising artist Reo Cragun. AIR APPARENT adds, “It wasn’t until late stages that we realized a rap part would really take it to the next level. I was super lucky to connect with Reo Cragun, an amazing rapper and songwriter offline, and he was down to build out a rap section to expand the song. Reo’s verse added both melodic elements and added a whole new dimension to the story, sharing a self-reflective take on how “the other person” in the story might feel after it didn’t work out with the main character.”