Excerpt and interview by Juliet Liu for The Fader:
"The overwhelming vastness, power, and absurdity of the internet isn't a new revelation, but it's one that continues to inspire a lot of fresh artistic responses. 'I Feel That' is a gripping take on virtual reality, digital aesthetics, and what the future will look and sound like.
'Ash's music incorporates dislocated, intangible, and at times emotionless sounds,' Sab told us. 'However, these fragments unify to transmit definite subjective feelings in the listener. My goal for the video was to also embody this individuality of components with a cohesive identity of whole. For me the outcome is an unknowing exploration of feelings in virtual environments, and fetishism of user interface semiotics.'"
'Ash's music incorporates dislocated, intangible, and at times emotionless sounds,' Sab told us. 'However, these fragments unify to transmit definite subjective feelings in the listener. My goal for the video was to also embody this individuality of components with a cohesive identity of whole. For me the outcome is an unknowing exploration of feelings in virtual environments, and fetishism of user interface semiotics.'"
