Premiere: farideh Finds Release in Vibrant Video for “Otherside of Truth”

Today, indie pop artist farideh shares the video for her catchy new track, “Otherside of Truth.” The snappy single about learning to let go of a failing relationship is accompanied by a creative video capturing different emotional stages through makeup. “I can not help you, when it hurts me” is a concept that I had to learn the hard way,” farideh says. “Sometimes helping is actually hurting and you just have to step back hoping that the other person will step forward.”

We’re thrilled to share the first look of the new video right here on ADDICTED, along with an interview with farideh chatting all about the behind-the-scenes making of “Otherside of Truth.”

 

[youtube https://www.youtube.com/watch?v=9ORjfnUh_Ik]

 

“Otherside of Truth” is an eye-catching, colourful video full of various amazing makeup looks. But the vibrant video comes with a somber, yet empowering, message of knowing when to call it quits on a relationship that no longer serves you. What does each look in the video represent to you? 

I was inspired by makeup transition trends on TikTok and wanted to incorporate this idea into the “Otherside of Truth” music video. I didn’t want it to be just glamorous or beautiful, I wanted the looks to have elements of darkness and undertones of violence. The central message of the song is “I can’t help you when it hurts me”. The entire video is mostly tight headshots to depict a sense of being trapped in a relationship that is literally killing you.

The white look is meant to reference the lyric “you’re like a frozen body.” The white eyelashes and eyebrows really look frosted to me.

The pill look aligns with the lyric “I see in choosing you the best drug I could find.” The blue of my eyeshadows matches the blue of the pills.

I wanted to change perspectives for one of the looks. Instead of having my head up and down, my makeup artist and I came up with the idea of lying on the grass. We kept this look very simple and innocent in order to allow for the other looks to be more impactful.

The crystal look is all about freedom and the light that illumines from each of us when we are living our truth.

 

You directed the video yourself and sourced various DIY props for it. What was the process of creating this video like? 

I have never considered myself a visual person. I have never had the confidence to do something like this before. However, for the last few months I have been experimenting with TikTok and remembered I know how to tell a story. I knew that if I brought together a team of people who knew how to make it stunning, I could tell a dynamic story with different makeup looks. It was a true joy to watch my vision come to life.

My makeup artist, Caty McCulloch, has been doing my makeup for over 15 years. Caty is such an incredible talent, I knew that I could give her any challenge and she would be able to execute. She was a co-creator in this video every step of the way. Since we were filming this in my basement in one day, we knew five looks would be extremely ambitious. We had to map out what look could flow best into another. For instance, the white look had to go last since my hair was gelled down for that look. This music video is a full out performance of her work and it would not have been possible without her skills and vision. She freehanded placing those Swarovski crystals on my face and it looks absolutely perfect!

For the shoot we sourced 4000 empty pills capsules, hundreds of Swarovski crystals, fake grass, and Caty made custom puke, blood, and more.

 

farideh on set of her music video for Otherside of Truth. Her face is covered in Swarovski crystals. The photo is black and white.

farideh on set of “Otherside of Truth.” Photo by Landon Johnson.

 

Where did you draw your main inspiration for the visuals? 

I took to Pinterest and then consulted with Caty. I searched for bold makeup looks and started pinning the most captivating looks to draw from. I came across a white look with blood coming down the woman’s face and it became the basis for the white look. I came across an amazing picture of a model with bandaids on her face surrounded by multi colored pills and it became the inspiration for the pill look.

I was really inspired by the crystal looks of Tiktoker Silver Rox: https://www.tiktok.com/@waddaboutya however I knew his looks take at least 6 hours so when my makeup artist Caty McCulloch sent me a purple crystal look from Instagrammer @Sierraaxo I knew we had something we could work with.

 

What do you hope listeners take away from the message of this track? 

“I can’t help you when it hurts me” is a powerful statement. It is compassionate, detached, loving and hopeful. My highest hope is that someone listens to this song and they feel like they hear the words they’ve been feeling and feel lighter because of it.

 

You started out your career as a folk musician and recently started venturing into the realm of indie pop. What was the reason for this transition? 

Ultimately, my creativity pushed me to move over to a new genre where I could experiment more.

I grew up in the folk music scene. My dad was one of those kid prodigies with fast fingers playing in bands all over the country from the time he was 17. I loved the honesty and simplicity of the lyrics and melodies.

Most of my career I was not experimenting or pushing boundaries. I was captivated by raw emotional truths, authenticity and the sheer craftsmanship of writing lyrics that pierce the heart.

However in 2019, a new creative impulse bloomed inside me for the first time. I wanted to break the rules of folk music, I wanted to try electronic instruments, I wanted to live outside of the genre I had built my career in. I was obsessed with artists like Christine and the Queens, Little Dragon, and Canadian musician Ralph.

I bought myself an electronic instrument called the Ableton Push. While previously the only effect I’d ever used on my voice was reverb I was coming alive with effects like flangers, chorus effects and distortions. On this new playground of oscillators and SIN waves, I discovered new sounds that sparked songs that were playful and fresh. I brought the vulnerable writing style and the result is something that feels honest but also fresh.

 

What has been your favourite part of experimenting with a new genre? 

The level of innovation I am currently discovering makes me so happy. For instance, at the beginning of “Otherside of Truth” you hear a synthesizer playing the main melody, but that’s actually my voice. I was asked by the producer to record a series of sounds into the mic like “ha” and “do,” he then modulated those sounds to create a one of a kind synthesizer that really suits the song.

Connect with farideh here.

Cassandra Popescu

Cassandra Popescu

Contributor at ADDICTED
Cassandra is a writer and photographer based in Toronto, Ontario. In 2015, she picked up a camera and dove into concert photography. Since then, she has covered events like Festival d'été de Québec, Wayhome, Toronto Urban Roots Festival, Field Trip, Canadian Music Week, NXNE, and many more.
Cassandra Popescu

@casssieandra

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