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Growing up in Edmonton, Alberta, the duo of Megan James and Corin Roddick — otherwise known as Purity Ring — have created quite a global name for themselves since forming in 2010. The often experimental, electronic group has picked up a lot of traction over the past two years leading up to their latest full-length Shrines. Today Purity Ring drops off the visuals in support of the Shrines cut, “Lofticries.” Following an at time odd and eerie series of transitional phases, the footage follows the progression of various individuals who encounter situations that perhaps have a much deeper meaning than at face value.