Technology, apps, and their negative impact on our humanity and mental health has been at the forefront of our cultural concerns ever since Black Mirror aired on our TV screens (damn you, Charlie Brooker). And nothing has perpetuated this more than the rise of influencers with their unattainable glossy lifestyles.
And now, London-based electronic trio RITUAL have honed in on this exact widespread phenomenon with the dark visuals for their latest track “Using”.
First making waves with their songwriting and contributing credits to pop tracks from the likes of Dua Lipa and Little Mix, all eyes are now on RITUAL with their latest project Dreamers Never Learn, which delves into a series of 21st century love stories.
The second release from the project, catchy track “Using” features the vocals of Grammy-winning singer Emily Warren, and explores the dynamics of a parasitic relationship. The gripping new visuals star American model and actress Cailin Russo, whose glittering influencer lifestyle spirals out of control when she starts prioritising “likes” over her real relationships. The video warns of the perils of confusing followers for friends.
“‘Using’ is about a moment of realisation, not only that you’ve been used by someone, but by someone who is a habitual user,” explains RITUAL’s Adam Midgley. “It’s realising that this person you thought you shared a unique and real connection with actually just has a charm that makes everyone who meets them fall and feel the same. You’re all victims of the same hoax. There’s some bitterness and resentment at being ‘used’ in the song, but it’s also a celebration of just how great it felt to be used by this person, it’s a ride that you would go on all over again just to experience those moments of bliss.”
Watch the music video for “Using” below…