When it comes to music videos, there's a fine line between creatively odd and WTF?! Buffalo-based hardcore quintet Every Time I Die managed to toe


Every Time I Die Freezes in the Desert in "Revival Mode" Video

When it comes to music videos, there's a fine line between creatively odd and WTF?! Buffalo-based hardcore quintet Every Time I Die managed to toe that line perfectly when it came to the video for "Revival Mode," off their latest album, Ex Lives.

Guitarist Jordan Buckley gave us all the details about what it was like shooting in the California desert, why he prefers acting in a video to playing an instrument and what he thinks makes a good music video before the band takes the El Corazon stage tonight.

SW: Where was the video shot?

It was shot in California, in the desert, and the one thing I probably will never forget or remember most about the location is that when you hear that you're filming in the California desert, you think you're going to be sweating to death. But the second the sun went down, it gets to, like, one degree.

Watching this video, you wouldn't know that you all are in a band. Was it difficult to make the transition from musicians to actors?

We became actors, that's for sure. They just kind of told us what to do and we did it. That's strange to me. Whenever I have to do that for it a video or something, it just feels so weird. It is the oddest occupation [laughs] and I can't do anything but respect it, just how much mental health you have to have or not have to be completely something else and forget that you're you, or that's what I'm assuming they have to do.

This video is pretty creepy and a lot of your songs have a dark vibe to them; where does that influence come from?

I don't really know the theme of it came, I just remember being proposed with it. It was something different just because everybody's putting out videos now and sometimes with this kind of ADD type of crowd that we have, myself included, but what's going to make someone watch this for four minutes or three-and-a-half minutes. I mean, that doesn't sound like a long time but I know if I'm not into something in the first 5, 10, 15, 20 seconds, I'm out of there, so it was just a matter of let's do something that hasn't been done by us. Not saying people haven't done weird little vignettes in video form, but by hardcore bands, it's very rare that you see a storyline kind of video.

I think I've wrapped my head around some of the meaning and what's going on but there's definitely a lot there that we wanted kids to maybe have to think about it for the rest of the day or the week and go "What did I just watch?" Even have to watch it a couple of times. You know, we could've just played in a warehouse with a shaky camera but we thought this way would be fun.

What do you think makes a good music video?

First of all, I think most important is a good song and I kind of look at music videos the kind of way I look at any art. I think it needs to be labored over and I think that details need to be ironed out. I don't think videos or songs or paintings should be hung or played or viewed if the people that made them didn't put 100 percent into it, so I think an obsession to perfection is important on all parts. I think if it's just like "Hey let's get this out because we need to get this out," it just comes off as lazy and makes your band look lazy.

Something that visually will keep your eyes and your brain and your ears interested for three-and-a-half minutes and that sounds like an easy thing to do, but it's actually kind of a hard thing to do because you don't want to confuse people. People want to feel satisfied too. They don't want to just be like "Well, OK. Where's part two?" I think a satisfied viewer probably just watched something that everyone involved really believed in.

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