Walk Off the Earth is not the only act creating ultra-clever music videos. Ottawa singer-songwriter Kalle Mattson appears to have one-upped everyone with the MV for his latest single, “Avalanche”. Kalle’s 2014 album, Someday the Moon Will Be Gold, was Polaris nominated, and superb track “Darkness” made the CMB’s Top 30 Songs of the Year list. Kalle strikes us as the real deal, a highly underrated talent both in terms of penning lyrics and crafting beautiful songs. With the profusion of indie music out there lacking brawny resources for marketing, independent artists are left with the challenging task of concocting effective tactics to let the masses in on what they have to offer. Some take the easy voyeuristic route while others find more respectable means. We would argue that while the former may result in short-term success, the latter makes for a more momentous, stable, and long-lasting career.
Kalle Mattson’s MV for fabulous song “Avalanche” has him recreating shots on set of classic album covers with himself in place of the artist. He has to quickly change gear to do so. He also does a play on the album titles and artist using variations of his name. No worries if you cannot recall what all the albums are, but you should recognize at least a couple of them. Kalle, who is very meticulous in his planning, states his biggest obstacle for the idea was worrying it might be interpreted by the public as egotistical – his inserting his face into hugely popular albums. He assures us that the spirit behind it is to show his humble appreciation for the artists who made such fine works. We have embedded the MV below for your viewing pleasure. iTunes