With his new album Absolute Truth due for release on July 8 via Flying Nun Records, masterful New Zealand indie-pop artist Lawrence Arabia (government name: James Milne) has just unveiled the music video for his single 'Another Century'. Infectious, memorable and beautifully melodic, 'Another Century' draws every trick from the classic pop song-writing playbook, while still maintaining James cool and cruisy signature sound.

For the music video, James connected with internationally renowned New Zealand writer/director Florian Habicht, best known for his work on Pulp documentary Pulp: A Film About Life, Death, And Supermarkets. I'd really loved all Floria's films that I'd seen and I was curious about the possibility of working with him", says James. "Fortunately, he'd seen a barnstorming performance of Ultravox's Vienna' that we'd done at Golden Dawn (in Auckland) during a covers residency and was suitably impressed to agree to the collaboration."

After brainstorming some ideas, they travelled to a character Bangkok Hotel and spent several days there filming for what would become a curious and candid visual walkthrough a relaxed afternoon spent poolside. "Florian and I would spot someone interesting-looking in the hotel, maybe sitting in the restaurant or hanging out by the pool, and we'd be sort of quietly saying to each other: 'we've got to try and film them,'" Milne continues. "I think the fact that people were on these often quite epic holidays, having extraordinary and weird experiences every day, meant they were more open to being filmed for a music video." The resulting visual finds beauty and joy in the mundane and everyday, in the process expanding the optimistic, earnest and hopeful feeling of 'Another Century' into a strong, memorable and sincere space.

This month Lawrence Arabia tours New Zealand to promote the release of Absolute Truth. More details here.