Guy Gooch, just signed to Stink Rising, directs another promo for up-and-coming singer-songwriter Ray Laurél, stepping away from his wheelhouse of technical, gritty ideas to explore a choreography and performance-driven music video - performed by Laurél himself.

Gooch and Laurél have previously collaborated on a number of the artist’s music videos - Unconditional, Charles Jeffrey, and U SAID! - all of which have taken a mixed-media approach, with live action augmented by lo-fi animation techniques. For My Luv, things are more straightforwardly cinematic, as the duo set out to explore the theme of ‘other-isation’, particularly within the context of queer identity.

Laurél, who uses they/them pronouns, performs a lyrical dance metaphor that represents their conflict with social binarism;a strong and expressive performance, representing an internal and physical battle with themselves and the expectations inflicted upon them.