video premiere: the hour, 'answer'

It might sound like The Weeknd, but nobody knows who this mysterious Adele-approved artist is.

by Francesca Dunn
15 June 2016, 1:37pm

It's all a bit mysterious, this new project. Known simply as The Hour, the artist (artists?) has already caught the attention of Annie Mac, Zane Lowe, and Adele, who recently tweeted about how much she loves this very track. While typically whole tales are woven around a new figure in music -- where they came from, who they've worked with, that fun fact about their unusual upbringing -- there's no backstory here. Teaching fans and press to not judge a book (music) by it's cover (press shot), could The Hour be the new venture of somebody we already know? Give them a text on 07508 425274 for more info. Seriously.

Following the emergence of of "No-One's Going To Heaven" a few months back, next to appear was "Answer," a track that certainly doesn't provide any. Intrigued, we got our hands on the exclusive stream of the visuals for the second single. Directed by Hector, who is also responsible for two brilliant videos that we just so happened to also premiere -- Jordan Max's "Hell" and Ray BLK's "50/50." Lose yourself in the cinematic faux documentary as it follows a blindfolded prisoner through a dark and unknown location. Set to a pop meets R&B soundtrack with a catchy falsetto chorus, the video is just as mysterious as the artist.

video premieres
the hour