Along with the unveiling of Tiger Tone Records—a new label from Tony Hoffer, who’s worked with the likes of Beck, M83, and The Kooks—the alt-pop [PIAS] imprint is revealing one of the first artists signed to the label: San Diego–based songwriter Devora. Making a huge splash with her blues-rock-infused pop epic “Not Dead Yet,” the artist is just a taste of the heavy-hitting pop releases the Tiger Tone has in store.
“As a lover of all things dark, I embrace those parts of me, while now simultaneously celebrating being alive and present,” she shares of the single. “This song commemorates the ups and downs of life, while celebrating the moments that we have today, if only for today. It’s a salute to going your own way in life and carving your own lane undaunted—observing one’s uniqueness, honoring yourself and embracing the crazy ride along the way. This song is a salute to outlaws everywhere.”
The video, which was shot by Leven Rambin on an iPhone, recalls the acid-trip visuals of Natural Born Killers or the final montage of Easy Rider. “I love working with Devora…from the moment we met, our creative visions collided in such a cool way, we just spoke the same language. Her darker, meaningful, thoughtful lyrics and imagery really inspired me to create an original aesthetic for her that we like to call “Goth Western Pamela Anderson meets Mars Attacks.” I wanted to give Devora her own spin on Natural Born Killers; “NDY” to me was an alternative world where Mallory Knox strikes out on her own, mixed with some David Lynch rockstar dreaminess.”
In addition to Rambin, the video crew included photography from Lei Phillips (@leiphillips), hair styles by Karen Sanchez (@maquillagebykarenn), and styles by Fez Duchamp (@feduchamp). Watch the clip below.
