The release of Los Angeles artist Cassandra Violet’s debut album earlier this year was a deep dive into Violet’s mind. Now, she’s released a new, self-directed music video for the single “Tick Tick.” ExpandIng on the song — a Jazzy, pop indie tune about the woes of feeling the pressure from society and your biological clock — the music video is a creative and kooky combination of societal gender tropes gone insane and the sometimes zany self-torture our minds can inflict upon us. In the video, Violet finds herself the host of a wonky cooking program where she is assisted, or rather sabotaged, by hands donned in long, silk gloves. The incessant ticking of the clock and interference from the mischievous hands pose as an uncontrollable curveball for Violet who does her best to maintain composure and bake an apple pie.
Confronted by all the age defining activities her friends are engaging in, she feels neither ready for or certain if she even wants those things for herself. Still, the clock keeps ticking, and the whole scene goes off the rails, ending with a pie reveal where he hands tear apart Violet’s finished bake to reveal blood-like filling (cherries maybe?) and a ticking biological clock — a scene akin to what would happen if David Cronenberg directed an episode of the Great British Baking show.
“The message of the video really speaks to this moment: it’s a David Lynch inspired 1950’s cooking show that goes haywire,” Violet notes. ”It’s about the pressure to have a baby — which in my own circles was really amped up during quarantine — and the domestic cosplay so many of us have donned via Instagram during the pandemic — think bread baking, social media fueled show-off cooking etc.”
Words: Patti Sanchez