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."