A London guy explores two different identities in the DIY pop artist's fluid new visual
Shura's strain of pop music, like a woozy, elongated take on Solange's True EP, is full of delicate surprises, with these twists represented in the video for new single “Indecision” – premiered here and directed by Emily McDonald and Nev Brook – through the skewering of gender, sexuality and identity assumptions.
“This was the first treatment that really gently alluded to (the song's themes) but was in and of itself a moving story about a journey and change,” Shura explains. “Obviously you can ask all sorts of questions about the video – is he gay? Does he just like dressing up? - but it's open to interpretation. It's done in a really subtle way I think.” With the club scenes filmed using the same extras as the ones in Shura's debut, snog-heavy video for “Touch” – i.e. a bunch of her best friends – it carries a similarly relaxed feel. “I use my mates just to feel comfortable and also – this sounds really hippy – there's always a lot of love in the room,” she says. Did this relaxed set lead to anymore heavy-petting? “Some of them said 'can we snog?' and I was like 'NO! No more snogging. People will think I'm obsessed'.”
As with “Touch”, Shura's role in the video for “Indecision” is kept to a cameo. “As a kind of indie-pop act there's going to come a time when I'll have to look straight at a camera and do a bit of lip-syncing, but even though I've signed to a major label I still want to have a natural growth. I don't suddenly want to be singing on a pedestal with men draping jewellery all over me or whatever. I need somewhere to go.”
She's also got the small matter of finishing her debut album, which she says should be out in August/September and which currently has nine or ten finished songs in contention. But there'll be no rushing her. “If it needs to be a bit longer then so be it. I'm not going to try and get something out just to get a Mercury nomination.” So while she could have used the success of “Touch” (5m views and counting) to tempt a big name producer, the album will feature the same small team of her and songwriter Joel Potts. “I was excited about maybe bringing in a big producer, but the longer it's gone on I've just thought 'fuck it',” she laughs. “There's time to work with a big producer and right now I want to do it myself and see what happens. Worst case is it's a pile of shit and no one buys it. If it all goes tits up I'll call Timbaland for the next one.” That won't be necessary.