Loathe‘s latest video and single “It’s Yours” has made its online premiere, take it in below. The group’s Erik Bickerstaffe comments of the Zak Pinchin-directed clip:
“We wanted a song to bridge the gap between what we thought would be expected and what we intended to do with the record. With ‘It’s Yours’, we went about the creative process a bit differently to how we usually do and it fell into place as the track that connects the dots.
Visually, we brought ourselves into the spotlight for the video, providing a face for the name. Zak worked very closely with us when it came to perfecting every detail within the aesthetic and we’re extremely pleased with what we achieved.”
The group are gearing up to release their debut record The Cold Sun. SharpTone Records will have it in stores on April 14th. Pre-order the effort now here.