RUUMER Heads “Downtown” In Chill New Video: Premiere
With every new release, sisters and BFFs Melis and Jess (better known as RUUMER) aim to empower fellow bad ass females. And they certainly succeeded with their chill new anthem “Downtown.” Since dropping earlier this month, it is picking up steam on streaming services. And the single receives a boost today (March 22) with the unveiling of an accompanying video. Directed by MK Schneider, it boasts an appropriately laid back and sexy sense of glamour. In it, the indie-pop duo explores NYC side-by-side. No shortage of chic looks are served, and the end result feels fun, fresh and freeing.
Melis and Jess opened up about the release in an exclusive statement. “‘Downtown’ is a dreamy pop anthem about going ‘downtown’ in more ways than one,” they said about the tongue-in-cheek bop. “Like all of our music, the record is very rooted in empowering women and our sexuality. We used the word ‘Downtown’ as a playful sexual innuendo, it references our love of downtown New York City while also referencing going ‘downtown.'” What inspired the decision? “We’re both Geminis, so we love a dual meaning.” They also shared some insight into shooting the video.
“The visual is a homage to NYC, the city where we came into our own and found ourselves as artists and as women,” the “House Of Cards” divas admitted. “We wanted this video to be super intimate and authentic. We had one rule while filming and that was to make sure we captured spontaneous, real moments. As much as the visual is a homage to NYC, it’s also such a genuine look into our relationship as sisters and as best friends.”
We’re proud to partner with RUUMER to premiere the “Downtown” video. Give it a view below and let us know what you think.