Brand New Eschew Rocking For Voodoo

Frontman exhibits supernatural powers in new video.

Brand New reserve their rocking for the concert stage, not the

soundstage. When it comes to making videos, the emo quartet would

rather make none at all than film a clip that finds them playing a

pseudo-show.

In the video for "Sic Transit Gloria ... Glory Fades," the second

single from their second album, Deja Entendu, Brand New pick up

where they left off with their previous clip, "The Quiet Things That No

One Ever Knows," and display a similar cinematic slant.

"What's nice is that there's no performance in it," singer Jesse Lacey

said. "There are no shots of us holding our guitars and pretending to

play the song. Most of our favorite videos are like mini-movies.

Something else is going on other than the band actually playing."

Filmed in Los Angeles by director Marc Webb (P.O.D., AFI) in

mid-October, the clip focuses on Lacey as its main character, and, like

the video for "The Quiet Things," a bit of the supernatural plays a

part. Instead of roaming around as a ghost, however, this time Lacey

acts like a human voodoo doll. He discovers that when he moves a

particular body part, so does the target of his powers.

"Since the song is about taking advantage of someone else," he said,

"there's a pretty strong correlation between the video and the song."

So much so, it's a bit surprising to know that the idea for the clip

came from its director, who had harbored the idea for some time. Brand

New just happened to be the band to take him up on his offer.

"It's cool to be able to let someone who's talented run with whatever

they want to do," Lacey said. "You have to understand that [Marc] has a

vision as well. And you have to give him the leeway to go ahead with

it."

The clip is expected to appear in a few weeks, while the single has

just begun to surface at radio.

Brand New are on the road with Hot Rod Circuit and Eisley through early

December, after which they'll play various radio-sponsored festivals.

Lacey jokingly calls the idea of performing on a bill with the likes of

Michelle Branch and Vanessa Carlton "interesting," but you won't hear

him complaining about it. Where 2001's Your Favorite Weapon went

virtually unnoticed by the mainstream, radio and video outlets picked

up "The Quiet Things" to help Deja Entendu sell more than

173,000 copies during the five months it's been out.

"It's been incredible," Lacey said of the past year's success. "The

response we've gotten from radio has been awesome. We never thought

that would ever happen, and all of a sudden it just came out of

nowhere. We thought it was only going to last a week or a week and a

half, but it kept on growing. Us, on the radio, is huge. It's just

crazy. So we're pretty grateful for that."