sigur rós :: varúð (valtari mystery film experiment)

If you, by any chance, have been in New York city for the past week, you may have noticed this...in Times Square, everyday at 23.47 there was a different music video playing for the new Sigur Ros album 'Valtari'.

Sigur Ros has given 14 talented movie makers the same budget for them to create a video, whatever it came to mind when they listen to their songs. The idea: to bypass the usual creative artistic approval process and allow people creative freedom.

So today I am sharing with you, a few of those videos...for the same song 'Varúð' 

by Jeff Ray 

by Ryan Mcginley

by Inga Birgisdóttir

"we never meant our music to come with a pre-programmed emotional response. we don’t want to tell anyone how to feel and what to take from it. with the films, we have literally no idea what the directors are going to come back with. none of them know what the others are doing, so hopefully it will be interesting." - sigur rós

Have a great weekend!

Love, Pippa xoxo