A masterful track and surprisingly revelatory with Ch3ls’ life, “Hellbound” looks at the artist unadorned. The video has a brooding beauty from the color palette to the imagery. The exciting aspect comes from the haunted undertones within the visuals. Given Ch3ls’ typical sound, it is a departure even while keeping that sense of soul that is present in each of her works. Unlike previous pieces, this one is a brutal beast. It should be, too – because it is her most personal.
The video explores the reasoning behind Ch3ls move from Los Angeles to her current hometown of Nashville. Kept with this darkened undertone, it offers a moment of rebirth about it. Much of the experience takes on the southern gothic atmosphere and does so flawlessly. Even as the rest of the song churns, it makes sure that the eerie colors that filter into the fray feel perfect, quite faithful to the theme. An unflinching look at the experience helps to ensure that the highly personal element is not lost. Instead, by giving these visuals this sense of pure, straightforward earnestness, Joe Rubenstein becomes perfectly attuned to Ch3ls’ struggle. Even as the video progresses, it maintains this unity, this ability to share a trapped feeling that plenty of newcomers to Los Angeles first encounter.
“Hellbound” shows off Joe Rubinstein’s ability to capture that sense of feeling trapped that Ch3ls experienced during her time in Los Angeles and does so perfectly.
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