Publicity Campaign: Ninoosh - ‘That Sinking Feeling’
Naarm/Melbourne-based electronic artist Ninoosh shares the animated music video for 'That Sinking Feeling', a long-held visual dream finally brought to life. In her final year of school, Lana is writing with a clarity and confidence that cuts through, and ‘For the Weak’ captures that shift in real time. Where ‘Never Real’ leaned bright and nostalgic, this track is louder, more direct, and built for the moment you stop romanticising the chaos and call it exactly what it is.
Equal parts tenderness and bite, the clip follows the song’s emotional undertow, then turns it into something you can actually sit inside. It is a story about endurance, about letting time do what it does best, and about the small, steady things that keep you here when life gets loud.
Written from lived experience, 'That Sinking Feeling' holds the reality that healing is rarely linear. For Ninoosh, the track speaks to the way hard seasons distort your sense of time, and how, eventually, the air shifts. “When life is hard, know that things look better after some time. Time heals wounds,” she says.
The video opens in a haze, Ninoosh dancing with clouds circling her head, before Wilson, her dog, enters like a compass. From there it slips into a dream sequence, the two of them flying, weightless for a moment, then back down into the mundane rituals of shared life, including scenes with her husband Daniel, whose steady presence anchors the clip’s domestic world. Vegemite on toast. A bike ride with Wilson. The arrival at Luna Park, where the rollercoaster becomes a plainspoken metaphor for the ups and downs, the speed, the vertigo, the return to ground. A room of bodies dancing. Then the closing image, Ninoosh sinking into flowers, not as an ending, but as a soft landing.
Brought to life through a collaboration by director and animator Asher McShane from the Jacky Winter Group and released through Wild At Heart Records (WAH). The clip has been years in the making. “I got really teary. It’s an old song, one I produced many years ago so I’m so glad to see it come alive in video form,” says Ninoosh.
Ninoosh’s work is shaped by nature sounds she samples and folds into her production, and by a practice grounded in persistence and craft. Drawn to its intuitive flow, and written from a place that values emotional truth over spectacle. She describes her sound as “if Fever Ray, Björk, and Jewel had a sonic baby.”
Her path to this point has travelled far beyond Naarm. After time living in Malmö, Ninoosh has carried her songs across borders, including performances in Iceland and at Eter Festival in Malmö. Her debut album Floodgates arrived in 2019, and her collective Synth Babes has held festivals in Scandinavia, released compilations, and run workshops supporting women and LGBTQ+ artists.
The video arrives as Ninoosh steps into a new chapter. A new EP, ‘Rebirth’, is on the way via WAH, alongside the return of Synth Babes, with a call for new tracks for their next compilation via synthbabesunite@gmail.com .
