Swedish-American duo Flora Cash is living the extravagant life at a price in the video for their latest single “They Own This Town,” premiering exclusively on Billboard today (March 13).
In a video shot in two Swedish castles, the pop duo commands court over a series of striking scenes that sway between the surreal and the hyper-realistic. The visual, directed by Christofer Nilsson, is rife with symbolism from varying power dynamics, from the masked gunman standing over a makeshift koi pond in a literal “fish-in-a-barrel” situation to the parting quote delivered by a child warning that “our happiness is in your hands.”
“This is the most symbolic and artful video we’ve worked on to date,” the band tells Billboard. “We wanted to deliver a message to people that we felt was powerful but leave the final interpretation up to each viewer; it was a challenge to wrap so many layers of meaning into the video while also making sure that it wasn’t confusing or cluttered.”