The Sounds, 'Hurt The Ones I Love': Video Premiere
Sweden's The Sounds tackle pain and loss with a neat trick -- crisp indie rock. On "Hurt the Ones I Love," the group explore the darker emotions in life. They don’t paint their textures in black, but don’t expect a happy-clappy singalong either.
The video, lifted from their fifth studio album "Weekend" and which Billboard premieres below, is a snug-fit with the lyrics. The clip follows a father coping with his disconnection to his family, and it takes us through a landscape familiar only to those who’ve trekked through northern Europe.
There’s a home-grown melancholy oozing from it. “It has a very dark Scandinavian feel to it, and that's what we tried to capture in the video,” keyboardist Jesper Anderberg tells Billboard. “It’s a song I think a lot of people can relate to and the video shows that around all the love people send out and give there is also a lot of regrets and pain involved.”
"The way we live our lives nowadays, there is a lot of focus on the ‘Hollywood love story’ but it’s usually very far from the truth. It’s very easy to hurt someone you love, cause there are so much emotions around a relationship and it’s not always black and white,” remarks drummer Fredrik Blond. “But sometimes the really hard thing to do is to realize and admit that you’ve hurt someone and to say that you're sorry.”
With producer Alex Newport (Bloc Party, Death Cab for Cutie, the Mars Volta) at the desk, the five-piece released “Weekend” at the end of October via Arnioki Records/INgrooves. It’s the follow-up to 2011's “Something to Die For.” The Sounds are currently playing dates in their homeland, at the tail-end of an extensive tour which began mid-October in North America.