Industrial noise pop trio Tayne have released a new music video for their track In This Trend, directed by Leif Johnson. This video is the second installment in a trilogy that began with last month’s release of Down. Vocalist/bassist Matthew Sutton shared the following about the new video:
“With a post punk ethos in mind we wanted this song to feel like every pay off was another massive climb. The chorus is almost an anti-chorus, it’s angular and grinding.
This song is a nauseating comparison to having an out of body experience watching yourself on a never-ending loop, feeling hopeless and sick; so self-deprecating and always pushing that self-destruct button.”
Sutton offered regarding the trilogy:
““The artwork and music videos leaned into telling a story based on my own father’s conflicts with love. My dad being a family man, married with kids, and then realizing he was gay, coming out, navigating those tribulations and transforming his life and finding love and acceptance again. The three acts of the story were broken into each individual video. The Conflict, The Transformation, and The Acceptance/Celebration. ‘In This Trend’ = The Transformation. Act 2 is a literal and philosophical transformation.”
“Understanding the conflicts in his life and love, my dad made tough decisions to drastically change aspects of it. Being honest and true to himself as well as others carried so much weight and I’m sure it was painful for everyone involved. These necessary steps, although damaging to a life he had, were addressing those conflicts going forward and I think it’s a massive inspiration of just being honest, looking in that mirror, and seeing what’s staring back at you.”
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