JONO Shares Exquisite Artistry and Environmental Awareness on "North" Video (premiere)

Jordan Blum
Photo courtesy of Behind the Curtains Media

Multi-instrumentalist Jonathan Bareford's latest release is as visually and sonically alluring as it is altruistically purposeful.

Justly earning comparisons to acts like Explosions in the Sky, Plini, Animals as Leaders, and An Endless Sporadic, JONO is the instrumental prog/post-rock solo project of Californian Jonathan Bareford. His latest single, "North", arrived in December 2018 and offered the best glimpse yet into what makes JONO stand out amidst his stylistic peers. Now, Bareford is releasing a gorgeously shot and thematically rich music video to accompany the track—as well as spearhead a more altruistic purpose—and it's just as entrancing as the sounds it represents.

Shot by Bareford (in conjunction with Brian Hartley and Dario Garcia) across several gorgeous locations—including "the redwoods in Northern California, waterfalls in Oregon, coastlines of Washington, and suspension bridges in Vancouver, BC"—the video for "North" complements his electric yet organic blend of breezy guitar strums, entwined riffs, and rustic percussion with an equally dazzling array of picturesque photography. Specifically, it finds Bareford and drummer/producer Allen Casillas (Hail the Sun) performing in the woods in-between cryptic visual storytelling regarding Bareford's quest to share the scenery with a woman. Just as the tune itself proves mesmerizingly chameleonic, so too do the exquisitely cinematic framing and editing of his day/evening/night search for reconciliation and romance.

Unsurprisingly, Bareford finds this union of sounds and sights to be overwhelmingly meaningful. He remarks, "experiencing the visual aspect to music is an indescribable feeling. To me, it's what it means to feel alive. Where imagination meets reality. I'm lucky to be able to write music about places I dream about but then bring my instrument and play that very song at that exact location for what can be described as a life-changing adventure. It pushes me as a musician more than anything else and has expanded my love for film, the environment, and preservation."

In fact, he's ensuring that all proceeds from the sales of the "North" are donated to Conversation Northwest, in support of their Pacific Northwest wildlife and wildland preservation efforts. Bareford specifies, "over 13% of old growth forests in the Pacific Northwest were lost to deforestation in just over a decade, about half the size of Rhode Island. Human impact on the environment is having disastrous effects across the Pacific Northwest. Wildfires, deforestation, air/water pollution, and climate change are all large factors to the dangers this environment faces."





The Top 20 Punk Protest Songs for July 4th

As punk music history verifies, American citizenry are not all shiny, happy people. These 20 songs reflect the other side of patriotism -- free speech brandished by the brave and uncouth.


90 Years on 'Olivia' Remains a Classic of Lesbian Literature

It's good that we have our happy LGBTQ stories today, but it's also important to appreciate and understand the daunting depths of feeling that a love repressed can produce. In Dorothy Strachey's case, it produced the masterful Olivia.


Indie Rocker Alpha Cat Presents 'Live at Vox Pop' (album stream)

A raw live set from Brooklyn in the summer of 2005 found Alpha Cat returning to the stage after personal tumult. Sales benefit organizations seeking to end discrimination toward those seeking help with mental health issues.

Love in the Time of Coronavirus

‘The Avengers’ Offer a Lesson for Our Time of COVID-19

Whereas the heroes in Avengers: Endgame stew for five years, our grief has barely taken us to the after-credit sequence. Someone page Captain Marvel, please.


Between the Grooves of Nirvana's 'Nevermind'

Our writers undertake a track-by-track analysis of the most celebrated album of the 1990s: Nirvana's Nevermind. From the surprise hit that brought grunge to the masses, to the hidden cacophonous noise-fest that may not even be on your copy of the record, it's all here.


Deeper Graves Arrives via 'Open Roads' (album stream)

Chrome Waves, ex-Nachtmystium man Jeff Wilson offers up solo debut, Open Roads, featuring dark and remarkable sounds in tune with Sisters of Mercy and Bauhaus.

Featured: Top of Home Page

The 50 Best Albums of 2020 So Far

Even in the coronavirus-shortened record release schedule of 2020, the year has offered a mountainous feast of sublime music. The 50 best albums of 2020 so far are an eclectic and increasingly "woke" bunch.


First Tragedy, Then Farce, Then What?

Riffing off Marx's riff on Hegel on history, art historian and critic Hal Foster contemplates political culture and cultural politics in the age of Donald Trump in What Comes After Farce?


HAIM Create Their Best Album with 'Women in Music Pt. III'

On Women in Music Pt. III, HAIM are done pretending and ready to be themselves. By learning to embrace the power in their weakest points, the group have created their best work to date.


Amnesia Scanner's 'Tearless' Aesthetically Maps the Failing Anthropocene

Amnesia Scanner's Tearless aesthetically maps the failing Anthropocene through its globally connected features and experimental mesh of deconstructed club, reggaeton, and metalcore.


How Lasting Is the Legacy of the Live 8 Charity Concert?

A voyage to the bottom of a T-shirt drawer prompts a look back at a major event in the history of celebrity charity concerts, 2005's Live 8, Philadelphia.


Jessie Ware Embraces Her Club Culture Roots on Rapturous 'What's Your Pleasure?'

British diva Jessie Ware cooks up a glittery collection of hedonistic disco tracks and delivers one of the year's best records with What's Your Pleasure.

Collapse Expand Reviews

Collapse Expand Features
PM Picks
Collapse Expand Pm Picks

© 1999-2020 All rights reserved.
PopMatters is wholly independent, women-owned and operated.