Bon Iver has recently captivated audiences with the debut of a new music video for their compelling track, “From.” This visual accompaniment to a standout piece from their latest record, *SABLE, fABLE*, offers a unique narrative featuring lead musician Justin Vernon in a pair of contrasting, yet intertwined, characters. The creative direction by Asher Weisberg masterfully guides the viewer through an intimate journey, as Vernon takes on the roles of a suave limousine operator and a thoughtful divorce lawyer.
The film unfurls with Vernon navigating a pristine white Cadillac stretch limousine, providing transport to recently married couples. His interactions go beyond mere chauffeuring, as he imparts wisdom, shares lighthearted moments over snacks and beverages, and embodies a figure of guidance. The grainy aesthetic of the video adds a nostalgic touch, enhancing the storytelling and drawing viewers deeper into the depicted scenes.
The song “From” itself is enriched by the musical contributions of other notable artists; Mk.gee lends his guitar talents, while Jacob Collier provides additional vocal layers, creating a harmonious blend that resonates throughout the composition. In an innovative move to engage their fanbase, Vernon and Weisberg have initiated an interactive campaign. They invite listeners to dial a specific number, 1-888-FROM-BON, to record personal voicemails. This initiative promises a direct line of communication between the artists and their supporters, as both Vernon and Weisberg plan to personally address a selection of these messages in the forthcoming days, fostering a unique connection with their audience.
“From” marks the fourth single to emerge from *SABLE, fABLE*, Bon Iver’s fifth studio effort and the awaited follow-up to their acclaimed 2019 release, *i,i*. Preceding this latest release, the band unveiled “If Only I Could Wait” and “Walk Home” in March. The album’s lead single, “Everything Is Peaceful Love,” was previously accompanied by a video helmed by renowned director John Wilson in February. The album further showcases a diverse array of collaborations, featuring performances by Danielle Haim of Haim, Dijon, Flock of Dimes, and other esteemed musicians, collectively contributing to the rich tapestry of the LP.
The artistic direction and the interactive outreach underscore Bon Iver’s commitment to not only delivering profound musical experiences but also fostering a deeper, more personal connection with their audience. The multi-faceted portrayal by Vernon in the video for “From” adds another layer of depth to the band’s evolving artistic narrative, inviting listeners to engage with their music on a more intimate level.