TODAY IS THE DAY Premiere Video For “Never Give In”, Set October Release For New Album

Avant-garde metal veterans Today Is The Day are gearing up to release their fourteenth studio album, Never Give In, on October 3rd via SuperNova Records. The band has now premiered the title track, accompanied by a new music video co-directed by frontman Steve Austin and his son Hank Austin.

The upcoming record marks the first installment of a two-part conceptual series originally envisioned as a single project. Steve Austin handled production, mixing, mastering, artwork, and video direction at his Austin Enterprise Recording & Mastering studio in Orland, Maine. On the inspiration behind the album, Austin shared:

“It’s hard to put into words what this album means to me. Isolation, loneliness, fear, and anger with suicide calling your name. Feeling stepped on, pushed out, held down and psychologically battered. The COVID-19 lockdowns and the rise of governmental powers moving towards total control motivated me to do this diary of what I felt and experienced… Trying to unravel a world that had gone mad. A world that strips you of your freedom, privacy, and all the things that you deeply care about.

“Musically, I said fuck it; anything goes. Tired of hearing bullshit. Tired of all the role playing. You’ve just got to be real, to be able to find yourself. To live on, when you’ve lost everything including yourself… Corporations ganging up together with banks and governments to take over your life, control what you do, what you say, what you think… Endless wars, lives lost, carnage that has never been seen before. People losing loved ones, their homes, their jobs, their hope… Depression can drive you crazy. Endless days that go on forever… I had to do something to find a way out of the madness I was going through. I had to fight back. To gain self-control. To find who I am and the man I always wanted to be. I wanted to use every facet of music, and not be locked into any kind of sound or genre. To create a new style of music. A music that represented all of the pain and suffering that the world bleeds.

“‘Never Give In‘ is part one of a two-part sonic story. It’s a concept album in the sense that there is a beginning without an end. A warning of what can happen, did happen, and what could be your future… I’m very proud of the beginning of this journey with the first chapter, ‘Never Give In‘. It’s a way of life and one that is necessary in these dystopian and dark days we live in. I can’t give in; I can’t give up. As long as I have love in my heart, I’m your worst enemy.”

Never Give In track listing:

01 – “Divide And Conquer”
02 – “I Got Nothin’”
03 – “Intentional Psychological Warfare”
04 – “Never Give In”
05 – “Secret Police”
06 – “Psychic Wound”
07 – “The Choice Is Yours”
08 – “Pain And Frustration”
09 – “The Cleansing”

Pre-orders for Never Give In are available now through Bandcamp.

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