VIDEO PREMIERE | Treatment, "Tell Tale"

The driving pop force of Harry Cubberly of Treatment; video still courtesy of the artist and Cameron Black.

In the current advent of inescapable and exhaustive listicles boasting the so-called definitive best of the year/decade particularities—we turn our attention to the understated cult pop of Treatment. Lead by NYC by way of New Jersey’s Harry Cubberly who has graced us in recent years with Part of the Cast in a journey that began with a self-titled EP; Treatment has always shined as an evolving DIY artifice that is therapy for the senses and soul. From styles that eschew any of the pigeonhole trappings of tired tags and aesthetic redundancies, the upcoming album Pond Life for Rumore Bianco is steeped serenely in the cool reflecting pool that leans toward the beguiling beauty of sophisti-pop refined and resurrected for the current era.

Following up the visual for the new single “Solitary” (that features pop partner Rachel Stewart of Sedona) ⁠— we present the debut of the visual for Treatment’s passionate “Tell Tale” directed by Cubberly and filmed by Cameron Black. A song that sails with an air of melancholy about the plight of the American dream; Harry paints a portrait of his own American tale that is an ode to the intricacies of surviving and thriving in New York City and Jersey City respectively. The sights, streets, scenes and landmarks are depicted in all their raw glory accompanied by the song’s gentle delivery that ponders the memories and the modes of making it happen for yourself in the Big Apple of dreams and designer brand schemes.

"Tell Tale" takes us through the busy street happenings, bustling bridges, subway sectors, night drives and more that constantly keep the towering skyscraper metropolis ziggurats always in view. Harry expresses the challenges of living in the city that so much of the world longs for in exhibitions of subdued emotion, honest illustrations of financial struggles in the land of plenty with heart, paired with a deep affinity for these iconic east coast locales. The video pays homage to the cinematic allure of NYC where the Statue of Liberty becomes a motif and feels like a forlorn love song to the symbol of hope, refuge, prosperity and the pursuit of happiness incarnate. "Tell Tale" is a testament to anyone and everyone barely getting by-paycheck to paycheck, hand to mouth, juggling jobs and keeping their goals and dreams in sight, in mind and always deep in heart. The visuals and lyrics showcase the fascination of big city life where dreams can come true—albeit with a hefty price tag. Lady liberty looking right down on me. Bureaucratic as can be living under a fee. She’s got a lot of love to give, that don’t make it for free. She’ll have you spending all your money, from sea to shining sea. I’ll cross any bridge to her, I’ll ride any rail. Cant keep a promise, but she sure can tell a tale.

Harry Cubberly of Treatment shared some reflections about the new album Pond Life and other items of interest:

Walk us through the developmental processes of Part of the Cast to making Pond Life.

Part of the Cast was mainly written on guitar and recorded while I was still living in New Jersey with the exception of a few tracks and ultimately recorded conventionally (live drums, mic'd guitars, ect.). Pond Life was written on keyboard on Fresh Pond Road in Ridgewood Queens and done almost entirely in midi with much larger emphasis on arrangements and lyrical ideas.

Things discovered about yourself during these modes of creative praxis.

With Pond life I tried not to let personal dictate poetic in terms of the lyrics. Although some songs are extremely personal I would put words and phrases together that held more weight than a particular recollection. I also wanted to write more about things removed from myself like historical moments and figures, biblical imagery, and metaphors for love that are unapologetically pop.

Ironing it out with Treatment’s Harry Cubberly; press photo courtesy of the artist.

The tall tales and stories of experience that informed the single "Tell Tale".

The ‘song’ always came first. The song “Tell Tale” is about the all too common disillusionment of a wide-eyed dreamer coming to New York City. The Statue of Liberty, New York and America all seem to attract us for so many reasons yet leave us mostly struggling and broken. For 6 years I've tried almost every dead end job in New York City and still find myself crossing any bridge to her and riding any rail just to be there.

Insights into adapting "Tell Tale" into the NYC-centric visual.

The video was shot by my close friend Cameron Black for about two days, everywhere from Ridgewood Queens, to downtown and Tribeca, to Liberty State Park in Jersey City. I felt these all symbolized key places in my life where strange work and situations would take me. I was almost comically trying to evoke certain imagery from Tim Burton's Batman movies and Brian De Palma's The Untouchables with a cheap Sony handicam.

Treatment’s Harry Cubberly answers the call; video image still courtesy of the artist and Cameron Black.

Lessons learned from living life in NYC and wisdom gleaned that you can impart to the world.

New York City can be staggering with soaring rent and superficiality but it pushes me to make my own world…my own New York City. The duality of wanting to escape but also be a part of something so bad pushes the music and art in a direction I'm willing to follow.

Notions and nods to future fantasias, hopes and dreams.

I cant wait for this album to finally be out in the world november 22nd, and have much more music, produced songs, and videos on the way.

Pond Life will be available November 22 via Rumore Bianco.