INDEPENDENT NEWS

Aldous Harding's 'Imagining My Man’ in Spark campaign

Published: Wed 6 Sep 2017 08:01 PM
Aldous Harding's 'Imagining My Man’ featured in Sparks campaign
For Father’s Day, Spark have a campaign guaranteed to give you all the feels.
The film tells the story of a single mum and her 10-year-old boy in the weeks leading up to Father's Day. Perfectly accompanying the film is Aldous Harding’s stunning ‘Imagining My Man’ - a track described by Pitchfork as conveying ‘an acute sense of intimacy’.
Spark’s campaign is based on the ‘Little can be huge’ message – a concept that Spark’s head of brand Sarah Williams describes as a ‘powerful and universal truth’. Aldous Harding knows that it’s the little things that make the difference and her intricately detailed music is the perfect creative match for this beautifully complex short film.
Native Tongue Music Publishing is immensely proud to have licensed ‘Imagining My Man’ for this campaign, and it’s exciting to see Aldous Harding’s music not only being praised by NPR and the New York Times, but also receiving the recognition it deserves here at home.
‘Imagining My Man’ comes from Harding’s newly released album Party, from which another single ‘Horizon’ has been shortlisted for the prestigious APRA Silver Scroll.
Her debut release with 4AD, Party (produced with the award-winning John Parish; PJ Harvey, Sparklehorse) introduces a new pulse to the stark and unpopulated dramatic realm where the likes of Kate Bush and Scott Walker reside. “Understated yet charismatic, Harding has the gift of making reality seem like a very fragile and porous thing indeed”, said Q magazine in a five-star review.
Party has seen Harding’s trajectory propel her into international spotlight. “An instant classic of an album”, The Guardian said. “Harding is nothing less than amazing – a nuanced musician, a startling writer and a presence so intense”. The New York Times hailed Party as “cryptic, utterly arresting… her exposed voice is riveting, changing character from song to song”. Rolling Stone waxed in a near perfect four-and-a-half star review, “Harding inhabits nine jaw-droppingly disparate vocal incarnations, delivering crystalline slivers of enigmatic, fragmentary poeticism.”

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