video premiere: prinze george's "upswing"

dance pop that will lift you up

There's a paradox to Prinze George's gleaming track "Upswing," a song that manages to lift you up with one eye towards the ground. "Upswing is a celebration of the contrasts of life," says the Brooklyn-based trio's frontwoman, Naomi Almquist. "It's about understanding life as one continuous motion, where the highs and lows are just as pivotal as the moments in between. It's a reminder to find beauty in every experience, or at the very least, wisdom."
 
It makes sense then, that the video for the latest single off the group's debut self-titled EP shows a girl diving slow-motion into a neglected pool, just as Almquist sings "But I always rise" and the song erupts into its expansive chorus. "We wanted the 'Upswing' video to be a visual that emphasizes the individual experience," Almquist says, "Illustrating the ebb and flow of life and highlighting the triumphs that ultimately result from our struggles or great leaps of faith."
 
You can catch Prinze George all week at SXSW:
 
3/17 - Austin, TX - Bungalow
3/18 - Austin, TX - Buffalo Billiards
3/19 - Austin, TX - Stay Gold
3/20 - Austin, TX - Vulcan Gas Company
3/20 - Austin, TX - Flatstock Stage (Convention