Los Angeles-based singer/songwriter Bryce Fox unveils the new music video for his soulful alt-pop hit, “Coldhearted.” The black and white visual captures the Indiana-born artist’s disillusionment with the tribulations of the Los Angeles entertainment industry.
Directed by Goodboyshady, who also directed Fox’s last music video for the high-energy “Horns,” the new visual shows Fox surrounded by the white noise of TV screens at he attempts to escape his frustration. He expanded,
“This is one of my favorite projects I’ve worked on with my good friend Goodboyshady. The video represents the feeling of being trapped in a place where you feel misunderstood and overlooked. I wanted to involve a bunch of my friends in the video who’ve felt the same way. We wanted the aesthetic to be eerie and visually interesting to match our other videos, however I feel this video has more of a film vibe with the black and white and the set design.”
As the video’s outro reads “In Loving Memory of All The Lost Souls in the City of Angels,” Fox relates to a community of under-appreciated creatives of which he is not exempt. While Fox faces the universal struggles of a rising artist, he has a fan in Ones To Watch–we were sold after his stunning performance at the finale of our Union Station Summer Concert Series last summer. “Coldhearted” is a reminder to pursue your dreams despite fierce opposition.