In a time when oversharing has become a social-media fuelled currency for artists to seem more relatable, The Hour has opted for a different approach and crafted a completely elusive persona – even hiding their faces with masks.
Their debut video for “Mother“, which dropped in March, sees the groups many members wearing balaclavas, staring eerily through windows, performing ominous rituals and gathering around a dining table and repeatedly stabbing it with knives. It was unconventional, laced with hidden meanings, and most importantly, it was something entirely new.
Today the band have dropped a full project the same title. Over six atmospheric, genre-transcending tracks – “Wasted”, “Answer”, “I”, “Killing Time”, “Ritual” and “Coming Up For Air” – The Hour just proved why they don’t need to reveal anything more.
Look out for more provocative projects from the band this year (rumour has it the follow up will be named “Father”…) and listen to “Mother” below.