“Pure” was released as a single from The Lightning Seeds’ 1990 album, Cloudcuckooland. The single peaked at number 31 on the Billboard Hot 100 chart.
I was 15 years old and finishing up the 9th grade when “Pure” started to gain attention at pop radio. I have to admit that at the time, the song didn’t do much for me. But back then, I wasn’t really listening much to what was considered “college alternative” outside of R.E.M. This is actually a song I came to like a few years later, after liking “The Life of Riley,” a song by The Lightning Seeds that came out in 1992. Listening to it now, the arrangement of the music makes me remember 1990, which now seems like a much simpler time.
The music video may not look like much on the surface, but it simplicity is a major part of its charm. The look and feel of the video work really well with the sound of the song. To be honest, “Pure” didn’t need to have a video that’s any more complicated than the one it got.