In the name of pop sensibility and commercial appeal, Camera Cult leads the way.

The Houston electro-pop outfit has been making decisive moves, with the release of their debut EP, Talk Nice, in late 2018 through local label Wormhole Records, which saw the group grow in recognition and notoriety. The three-piece crew, complete with singer and guitarist Ricky Vazquez, producer David Gonzales, and drummer Skyler Scholtes, delivers a tight-knit tracklist featuring keen attributes of dynamic synth-pop.

The EP’s reflective yet playful single “Location” has been retrofitted into a video that takes an unexpected angle on the concepts of love, lust and nightlife, and Byline Houston has the first peak into the madness.

The introduction is a dreamlike sequence supported by an arrangement of eerie and angelic synth pads, which is sadly cut short from the album version. The members of Camera Cult play the roles of rodeo-hands who are in the midst of a love triangle, with the three competing for the affections of an unsuspecting femme fatale.

Clichés aside, it is only fitting that the premise of the video rely on the siren-like nature of new love that is reflected in the lyricism, which shows the protagonist attempting to relay an undying adoration seemingly made in a state of drunken haste and determination.

The technical aspects of the video itself are defined by a series of particularly captivating scenes that tend to amplify the ethereal state induced on part of the viewer. The somewhat surreal images of circling horse riders fully dressed in traditional garb are contrasted with shots of the band performing, both within the rodeo stadium and later on stage illuminated by pulsating lights, signaling a loose grasp which invokes the feeling that the characters are lapsing in and out of intense love-induced dream states.

These shots quickly segue back to and from the disharmonic love plot of the video, at times with dramatic pauses to accentuate the conflict, and the transitions effectively disrupt the audience’s understanding of time and space, giving credibility to the hysteria.

Ultimately, the two machismos battling for the heroine’s affection lose out to the more nonchalant Scholtes who walks off with her at the video’s close, right as Vazquez and Gonzales are about to duel it out. It goes to show that, in matters of love, don’t make it about yourself.

If you want to see more of what Camera Cult has to offer, they are performing April 12 at Satellite Bar with label-mates Indigo Young and No Rehearsal for a night that is sure to leave an impression.