Video of the Moment #2891: Metric

By on Tuesday, 25th September 2018 at 6:00 pm
 

Canadian electropop band Metric have taken a different tack for the theme in their new music video than their contemporaries would have. Their intent for the new promo was to be as realistic as possible: ‘Now or Never Now’ was filmed in environments both musicians and music lovers are very familiar with: within the small hours in a nightclub and in a city where most of the revelers have gone and the only people left are those who have to be there. As provided on the press release:

“Many music videos take place in night clubs,” notes Nicholson [director Lorraine Nicholson], “very few depict them as they so often are: pensive, dark and depressing.” Metric frontwoman Emily Haines adds, “This was a night shoot leading to dawn, as Lorraine wanted to place the video in those most questionable hours of the morning…I’m profoundly lost and alone with random uncaring strangers…the rest of the band is on an urgent quest to find me and rescue me from this sad existence, but they always arrive too late.”

‘Now or Never Now’ appears on the band’s newest record ‘Art of Doubt’, available now from MMI/Crystal Math Music. The group will begin their world tour in support of the new album on the 25th of October in Moscow. The four UK dates on the tour are listed below and are on sale now. North American dates are expected to be announced soon, and you can check back periodically on the band’s official Web site for more details. Itching to read further in our archive on Metric? Right this way.

Saturday 17th November 2018 – Birmingham Academy 2
Sunday 18th November 2018 – Glasgow Queen Margaret Union
Monday 19th November 2018 – Manchester Ritz
Tuesday 20th November 2018 – London Kentish Town Forum

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