Akron/Family So it Goes (Official Video)





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Uploaded on Jan 5, 2011

So it Goes - the first single off of Akron/Family's top 50 most eagerly awaited albums of 2011 - S/T II: The Cosmic Birth and Journey of Shinju TNT

Video by acclaimed video artist Tommy Yasuhara

As we know, Akron/Family spent the last couple years charting
jungles--concrete and otherwise--in reckless pursuit of the bejeweled
and glowing tones now emanating brightly from their new record and
live performances.

So It Goes' bawdily soulful psych-bounce maps the journey home of an
open heart turned halfway cold by a climate all too often suspicious
of simple kindness and sincerity. The vocals testify with raw beauty
and wry confidence over a groove both surly and sexy. The riff is oh
so sticky, and the whole boat seems to sway with abandon while
Upsetters-style backup singers keep you swaying in agreement...and
just then the wind picks up and tosses you into the classic
Vonnegut-nodding refrain of "so it goes", echoing out and carrying you
through into a coda that sounds like it could have been copped right
off one of the early Ak CDR releases - all sweetness and color and
contrapuntal dreaminess. It's an epic 2:36, and it's just the first
taste of the fractal wonders to come.


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