Aimée Osbourne, the voice behind ARO (pronounced “arrow”), lives out a blood-soaked nightmare in the video for her dreamy-sounding first single “Raining Gold.” The track itself, which comes ahead of ARO’s debut EP and yet-to-be-announced live dates, slowly unfolds with fuzzy synthesizers intertwining with glimmery keyboard lines as Osbourne’s airy voice sings about unfairness and defying perceptions.
The video, helmed by director Spencer Susser (Lana del Rey’s “Summertime Sadness”), depicts the gruesome aftermath of a horrific event – a car wreck, fire, lifeless bodies strewn about – as Osbourne sits at a diner counter and a bloody victim crawls across the floor behind her, before she takes matters into her own hands.
“The ‘Raining Gold’ video naturally took on one of the messages behind the song, which is you should never assume anything about someone or a situation just because it looks a certain way on the surface,” Osbourne tells Rolling Stone. “It’s also about coming to the realization that it’s a choice to allow someone or something to control you. I’ve experienced that a lot, from both sides. I think most people have, yet it’s one of the loneliest things in the world to feel.
“I wanted the song to touch on how overwhelming and isolating it feels to be constantly misunderstood and the importance of choosing to break free from that and just believing in yourself,” she continues. “It’s so valuable to always try and put yourself in someone else’s shoes, I hope this song reminds people of that.”
Osbourne, daughter of metal legend Ozzy, chose not to participate in the TV show that became The Osbournes at age 16. She cites influences ranging from Kate Bush to Portishead on her music career in ARO.