Every Time I Die have taken one of the best cuts from ‘Low Teens’ and have turned it into one of the best music videos of 2017.
The very best documentaries give you a deep, unflinching inside look inside of a person’s life, the history of a particular location, or a full, non-biased scope of a certain topic or issue, or all of the above.
Outside of fully fledged documentaries, other areas of film can also achieve this rather difficult task, and with music videos, it can be an ever taller order. Yet Every Time I Die’s excellent and engaging film clip for ‘Map Change‘ – directed and edited by Kyle Thrash – does just this in detailing Buffalo, NY and with strong visual storytelling, presents a snapshot of the people that live there. As the band put it on their Facebook upon this video’s release via NPR, this is their “love letter to Buffalo in all its bleak glory“.
Whereas the ‘It Remembers‘ video was more metaphorical, this clip is literal. From shots of High-school wrestling, strip clubs, bingo nights, synchronised dance hall; striking visuals of cold, empty streets, abandoned churches, stolen cars being chop-shopped and joyridden; bleak shots of late-20th-century industry, middle class lifestyles, poverty, fist fights, to the band’s own “performance” parts and the grainy file footage that’s spliced in-between – this video encapsulates the good, the bad, the beautiful, as well as the ugly of ETID’s hometown. Well, that and the inescapable presence of snow found during a Buffalo Winter.
Perhaps no line sums up this music video’s intent and the band’s native locale better than this standout lyric in the song’s breakdown; “Hell is not a myth. We both vacation there. Hell is not a myth. We spend each winter there.”
Watch/stream ‘Map Change‘ below. Do it. You know you want to.
‘Map Change’ was the closing song from last year’s ‘Low Teens’, and you can read our review of it here.