King 810 have debuted the music video for their new track “Alpha & Omega”. Frontman David Gunn said of the clip:
“The imagery for the video was pretty built into the song. Since the band’s inception, we have always built the songs out thoroughly, as having an accompanying film or handful of films; a color pallet, a mood or an attitude – a physical look and personality if you will. So as the audio is being crafted, all of these things are being articulated.
We could have a few people, a height, a weight, a personality, a gender or a list of films, paintings and sculptures or even cities, towns and countries, smells and feels assigned to a piece before a single riff is introduced. With this process we never sit back to decide on controversial topics to tackle for videos.
On top of all this, the video is also an additional opportunity to convey the messages the song carries. The lyrics are a bit more narrow than the imagery, the song is very directly aimed at all these stupid little pussy kids with the tattoos on their faces living some fantasy lifestyle on the internet or in front of the camera. The video is a broader, more important worldly view that needs to be addressed but they work together to complement each other. As artists it’s our responsibility.
What confuses me is how music is becoming a safe haven. A place to go in which to hide from the real world. It is taboo and it is shunned to discuss politics and sex and racism or controversial topics in music. Artists are constantly advised to steer clear of these issues. People’s lives are shit enough that they want somewhere to go to get away from the world. This is bullshit.
Your life is insulated enough, especially with the westernization moving across the globe. You have it easy enough as people so fuck you. Music is not your safe haven with all the laws of the real world attached to it. In fact, in our world it’s the exact opposite.”
The song appears on the group’s forthcoming record La Petit Mort Or A Conversation With God, which hits shelves on September 16th through Roadrunner Records. Pre-order your copy today at King810.com.