The New York duo Cults has a new album coming in October and their latest single “I Took Your Picture” will have you nodding — or more accurately, banging your head — along with it.
In the newly-released video for the track, the indie pop act amps up the surrealism with a shoot that involves a vibrantly lit living room transforming into a room built out of hair and a visual manifestation of their signature dense rhythm section in the form of vocalist Madeline Follin’s constant headbanging. Despite the implicit rock vibes of the video, the song finds the band on a new wave kick that softens the edges from the rock-centric set on 2013’s Static.
The soothing feeling of new Cults music is a luxury only the audience can appreciate. According to Follin, the video required a good amount of headbanging as a central concept that brings new meaning to suffering for one’s art.
“When we talked to [director] Elliott Sellers about working on a video for this song and he said he wanted to base it around headbanging, we were initially a little surprised,” Follin tells Billboard. “[He] wanted to bring out the physicality of the song… and my neck is still sore from it.”
The video features three locations that offer completely different tones, an idea of Sellers’ that proved to the band that “he was the right kind of crazy.” The one-day shoot caused the duo to return to Follin’s childhood vacation home where their first EP was recorded, while the final shot was taken from multi-instrumentalist Brian Oblivion’s roof in New York City.
Whether it’s sacrificing brain cells for a grueling video shoot or sharing their personal view of the skyline, Cults are proving that they are ready to offer up anything for their music.
Check out the video for “I Took Your Picture” below before the band’s third LP, Offering, hits stores on Oct. 6 via Sinderlyn Records.