Quirky and feel-good, iNCH’s new video for her single is a homage to the '90s
It’s hard to put a pin on iNCH – she’s a musician, actress, all-round artist, co-founder of Invasion Singapore; sometimes all of the above, all at once. It’s hard to ignore her work, the most recent being a quirky music video about falling in love… with robots.
Like its name, the new music video for iNCH’s track, “Simple Kind of Life”, is a homage to nostalgia with its arts & craft props, old-school filters, and feel-good cheesiness. The video features a book-ish iNCH with a desk-bound job while getting wooed by a robot, and ultimately learning to love from said romantic android.
The track comes from her 2015 release, Letters To Ubin, when iNCH actually uprooted herself from urban Singapore and adapted to life in Pulau Ubin. More upbeat than her pensive previous single, “Mousedeer”, “Simple Kind of Life” is definitely made more cheery with the accompanying video, done by Manila-based artist Gerard Lopez.
More importantly, in a Facebook post, iNCH mentioned that the video might just be a farewell to this phase of her life. Always drawn to projects she’s truly passionate about, Inch Chua is already busy and moving on to the next phase – currently dabbling in theatre and the performing arts, playwriting, working on a documentary with The Discovery Channel, while also hard at work on new material to be released this year.It’s not exactly the simple kind of life, we know. Still, we’re looking forward to what she comes up with next.
For more information on iNCH, check out her official website. Also for essential listening: “Mousedeer” and “Dust That Moves“.
And if you want more homegrown tunage, discover these new local musicians in Singapore that we’ve rounded up. Otherwise, check out these best concerts in June if you just want your live music fix.