When I described The National Rifle‘s song “Coke Beat” in our album review yesterday, I used the word “glimmering.” Funny how a visual metaphor seemed appropriate for the song, since the music video that we’re premiering today – which I got a first look at late last night – is all about perception, sight and the unseen.
TNR’s keyboardist / vocalist Lynna Stancato explained that the band knew that it didn’t want to release a music video that was “funny” or “cute.” The group as a whole was inspired by found footage productions a la Bowie and Queen’s “Under Pressure” music video, while singer and songwriter Hugh Moretta’s had his own fascination with macro photography. So the result is a frenetic and trippy montage of frenzied eyeballs, close-ups of cells and molecules, insects, paint being applied to impressionist canvases, edited together by filmmaker Brian Carroll.
“You notice that the video gets more and more colorful towards the end of the video, which is on purpose,” writes Stancato. “Overall I think the concept is seeing things for what the truly are. Although I particularly like how the eyes kind of ‘freak out’ throughout the video because, to me, it represents how we are not always prepared for what we may find out.” Watch our premier of The National Rifle’s “Coke Beat” video below.
Almost Endless is the featured album in this week’s edition of Unlocked; download the spotlighted single “Street Burn” in Monday’s post, read yesterday’s album review and check back later in the week for interviews, video and more.