It’s been a bit of an up and down year for Machine Head. They cancelled a tour to work on their newest album, only to incite some internet fighting with Children of Bodom, their singles for Bloodstone and Diamonds were leaked because of an iTunes mistake, and they released the new album on November 7th, so now the band is promoting the new album by releasing the music video for Now We Die.
Last month, Now We Die was one of the songs leaked due to an iTunes fuck-up in the U.K., and to damage control, the band just released the single on Spotify and other streaming sites for anyone to hear. Since the song’s early release, the band seems to have been hard at work putting together and shooting this music video for it because it’s pretty killer.
On first listen, the song really stood out because of it’s use of violins on the chorus that gave a lot of weight to the overall sound and made the lyrics seem a bit punchier, especially when the instrumentation gets stripped back and Robb Flynn sings in a soft, lamenting tone. It made for a very nice single, so now how does the music video match the picture that the song paints?
Well, with any metal music video, the imagery is quite twisted. The video starts out by revealing the orchestra used for the chorus to be a group of clowns and progresses through an aesthetic that seems mostly about different periods in time. At the beginning there’s a bunch of medieval imagery, with Robb Flynn having an iron maiden closing in on him, naked plague doctors, and a royal figure pouring out some blood from a goblet. On top of that, though, there’s a lot of wartime imagery with gas masks all over the place, a marching band coming in at one point, and a firing squad being set up for the band. The fire squad kills the band, they’re strung up from the ceiling, it’s all very quite cinematic, and it suits the song incredibly well.
You can watch the video here, but there’s a lot of blurred plague doctor boobs, so it’s a little NSFW. You have been warned.
Not only is the band promoting their new album with this song, but they did a cool teaser for this video too, on their Facebook by posting pictures like this:
It's actually a really cool pic. It kind of makes you think about all the work that has to go into a seemingly simple shot like that.
You can find the behind-the-scenes pictures on the Band's Facebook