Canadian alt-rock band Metric has released a new video for their fourth single, “Now or Never Now” off their new album Art of Doubt. In their video, the band uses the haunting song to tell a story of detachment. The main theme for the video is the feeling of not being connected to others, which the band portrays with the use of a dance club.
While many music videos portray nightclubs as a place to drink, party and socialize, Metric decided to go with a different take.
Set inside a seedy bar the video features lead singer, Emily Haines, dancing alone on the dimly lit dance floor. Despite being in a public setting Haines seems isolated and alone, a different take on the view of clubs as centers of socialization and fun.
Instead, the most genuine connections in the video come outside of the club. In a local park, an older couple sits on a bench, laughing carelessly while they take selfies. At the playground, two young women sit on swings and enjoy each other’s company.
This is a sad contrast to Haines, who sits alone at the bar with her drink despite being surrounded by strangers. As the night wears on she begins to wander aimlessly through the city, while her bandmates search the city in their car. Mirroring the lyrics of the song, she seems to be waiting for someone or something.
When filming the video the band’s and director, Lorraine Nicholson, intentionally decided to depict this image to show a side of nightclubs that is not normally portrayed in music videos.
“This was a night shoot leading to dawn, as Lorraine wanted to place the video in those most questionable hours of the morning, Haines said, “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.”
This is the third video for The Art of Doubt, which was released on September 21 their record label MMI/Crystal Math Records. So far, the band has released videos for their singles, “Dark Saturday” and “Dressed to Suppress”.
Since forming in 1998, is the seventh record for the band out of Ontario, which released their first album, “Old World Underground, Where Are You Now?” in 2003.
Along with new music, Metric has announced plans for a new tour. The band will be heading to Moscow for a European tour that will begin in October, continuing all the way up to November. The band has also stated that it will be announcing plans for a North American tour in the future, which will be a posted on the band’s website and social media.
Tour Dates for Metric’s European Tour can be viewed below.
11/17 – BIRMINGHAM – O2 Institute 2
11/18 – GLASGOW – Queen Margaret Union
11/19 – MANCHESTER – O2 Ritz
11/20 – LONDON – O2 Kentish Town Forum
Photo Credit: Raymond Flotat