Having monitored the prophetic Weyland McKenzie from the release of his first single ‘TDM’; follow up single ‘Navigation’; and the release of his debut E.P ‘Northeast’, here is my interpretation of the video for the 4th track from that project, ‘Hold On It’s Raining’. Featuring the beautiful, talented and wholly underated singer SueLily, the track is the truest critique of social media to grace the scene so far. 

The video, in essence, is minimal. Beginning with a lens view of a flat emitting colourful lights, the voyeur’s camera flash bursts and we find that Weyland is in the flat alone; accompanied only by a mirror, a lamp and a goldfish bowl. 

Weyland, sat with a notepad, is interrupted by the silent scream of a lamp drawing him to the mirror. Forced randomly to evaluate himself and others, his head is then thrust into the goldfish bowl and he emerges wiping the confusing metaphorical ectoplasm of scrutiny from his face.

Is that not the most blatant metaphor for Instagram?

Instagram will never lead you to anything other than somebody else’s mirror, and scrolling is a goldfish bowl perspective.

And you just want the shine but you’re not here for rain. The notification light continues to flash maniacally, and your inflated ego sets sail again.

And this perpetuates itself at live music events.

Emotions and human contact, are our only solid confirmations of reality, Sue Lily appears as an antidote in the video, never expressing any emotion. She is tragically demoted and replaced by a moronically superficial bureaucracy which keeps her at arms length as all our relationships are becoming, adapting to a tailored version of our loved ones.