Video Premiere: Diamond Shake, “Lose Someone”

Growing up in London and playing in bands through his teens, Matthew Hitchens moved to Los Angeles seven years ago to pursue a solo music career. After a few failed projects, missed auditions, personal struggles, and a particularly bad visa experience, he decided to stop relying on other people and make the album that faced his demons head on. Creating the project Diamond Shake, From Method To Madness arrived with bluesy aplomb in late 2019, balancing Hitchens’ most candid lyrics to date about mental health. In late 2020, Hitchens celebrated the album’s 1st anniversary by launching a video series with dazzling visual accompaniment for all ten songs by French animator Dominique Bloink.  

Today, Hitchens has shared the video to the single “Lose Someone.”  Following the themes of his previous effort, “Lose Someone,” highlights Hitchens’ struggle with immigration and social distancing. “[The song] is about me moving from the UK to LA and having to leave behind people that I cared about in order to give myself a chance at the life I wanted,” says Hitchens. “When coming up with ideas for the video, the lyrics about loss just seemed to fit around COVID.”

“Matt came to me with an idea for a COVID-themed video, something to show how this health crisis is affecting us emotionally, mentally, and medically,” Bloink adds. “It’s a universal struggle we’re all experiencing despite how divided we may feel in these times.”

Visually, the illustrated video is striking with realism as Hitchens provides moving lyrics and sweeping guitar riffs.