Hot Video Alert: Shura – What’s It Gonna Be?

The art of the music video is a lost one, if I’m being perfectly honest, and it has been for quite a while. That’s why when something like Shura‘s “What’s It Gonna Be?” video comes along, I feel the need to share—despite being a week late. This is quite possibly, one of the most perfect pop videos I’ve seen in quite some time. Oh—and the song is quite good as well, which always helps. Check it out the Chloe Wallace-directed clip below and get ready to actually want to fall in love.

Alexandra Denton (AKA Shura) is a singer-songwriter-producer I’ve had my eye (and ears) on ever since I heard Zane Lowe premiere a lovely, 80s-tinged synthpop ballad called “2Shy.” It was honestly love at first listen. Come to find out, Shura had actually released a few tunes previously. Lucky for me, I’m a quick study, and soon fell in love with the rest of her small, but sonically rich and emotionally expansive catalog, starting with her infectious 80s infused early Madonna-adjacent (at least in terms of production style), “Indecision.”

In her nostalgia-drenched video for new single “What’s It Gonna Be?” Shura pursues a crush, all the while forming a genuine bond with a boy who also happens to be chasing after a crush. The video was inspired by John Hughes extensive filmography of iconic  high school set films, including Ferris Bueller’s Day Off, and The Breakfast Club. In an email to NPR, Shura explained her vision as “something that could stand alongside a John Hughes movie, but condensed into three and a half minutes.” Mission accomplished.

According to Shura, “‘What’s It Gonna Be?’ is based on my personal experience as a kid; thinking you’re in love but then realising that’s maybe just because you feel you should be and ending up with someone totally unexpected.” The song is the latest offering from Shura‘s forthcoming debut album, Nothing’s Real, due July 8 (Polydor/Interscope). Recorded in Los Angeles, the song is one of two on the album produced by hitmaker Greg Kurstin (Lily Allen, Adele).

If you haven’t had the chance to see Shura live yet, definitely do so. When I first saw her, it was one of her first (if not her first) shows in America, so the nerves were definitely there. By the second time, however her confidence had grown tenfold. No U.S. dates are on the schedule at this point, but Shura is playing the European festival circut this summer, with performances slated for Parklife Weekender in her native Manchester (June 11), I-Days Festival in Milan (July 9), Longitude Festival in Ireland (July 17), Wilderness Festival in Oxfordshire, UK (August 7) and a host of others. Check out the official website for dates/info. Pre-order Nothing’s Real (iTunes).

Check out my *SPRING INTO SUMMER* Spotify playlist to hear “What’s It Gonna Be” and other similar vibes.

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