“Sincerity Is Forever In Season” is a nature-based video that features a handful of Bon Iver’s past songs from various albums. Over a snow-capped evergreen tree shot, “Skinny Love,” one of Bon Iver’s best-known tracks, plays as narration begins on the video.
“Born in winter,” the poetic prose begins, as read by a Planet Earth-like narrator. “Bloomed in spring. Stutter shimmered into summer. And now, it might be autumn; It might be. Sincerity is forever in season. In the dark, you’ve gotta sing like you see the sun. Sing the song for those who sing along. You, Me, We.”
The narration spans the video, over various songs including “Holocene,” “8 Circle” and “Hey Ma,” the group’s latest single. It’s unclear if the wording is a poetic statement or lyrics from Bon Iver’s upcoming project. The new project seemingly concludes in fall.
iCOMMAi is teased in small print on the video’s movie-like explainer shot. It also features a cryptic or potentially meaningless quote: “Scarey McC Fitz Lew Vern Moose Waz ‘Keep It Restaurant,’” reads the top of the screen, above Bon Iver’s name in bold letters. The names before the quote seem to be nicknames of the band members.
YouTube commenters seem sure the video is related to Bon Iver’s upcoming fourth album, and many seem to think it may be the group’s last. The idea of seasons played a relevant role in the video: four seasons, four albums. It may be a statement of the progression of Bon Iver’s work, but some fans explained the fourth piece in the progression would be the last before a new start.
Others echoed the point, noting the reflection on Bon Iver’s past work. With old songs included, some saw the message as a full-circle bloom. Some, however, interpreted the video as a signal of upcoming change, not necessarily a final moment for the group entirely.
It appears Sincerity Is Forever In Season could be a new single, which many fans seem to think, though no formal clarification has been given. Bon Iver will be on tour starting August 31. When speaking of music and the tour for the upcoming album, Justin Vernon, who is the face of Bon Iver, typically uses the hashtag #iCOMMAi.
