Flashback Friday – Every Time I Die – “The New Black”

Here at HIP Video Promo, we’ve been working hard to promote music videos since the year 2000. It’s important to us to help younger and independent artists get the recognition they deserve, and it’s exciting to be on the ground floor with artists that become household names (and with over 4000 videos under our belts in 21 years, there are quite a few). Every Friday, we’ll be sharing a “Flashback Friday” video, where we get to reflect on one of our favorite videos from a few years ago.

What comes to mind when you think of the city of Buffalo, New York? “Intense” might not be the first thing the comes to mind – but Buffalo natives Every Time I Die are the full embodiment of the word. Combining influences from hardcore, screamo, metal, alternative metal / metalcore, and southern Rock, ETID’s music is chaotic yet poetic, and entirely full of grit and [??]. In 2006, we had the pleasure of teaming up with the band, as well as the crew at Ferret Music, to promote the video for “The New Black”, from their 2005 album Gutter Phenomenon. Directed by Dan Rush, this clip could be right out of the eighties, styled like a period television show. The action takes place at a suburban living room party, where frontman Keith Buckley (who plays the resident, uproarious, ingénue) confronts his out-of-control bandmates, party girls, and even a record label bigshot, who – upon seeing Keith’s moves- rips up the band’s contract as the party empties out of the house. Keith is left alone with a geeky male admirer; ever generous, he shrugs and smiles.

You might think a band as “full-throttle” as Every Time I Die would run out of steam, but if anything, they’ve now got more energy than ever. In doubt about that? Take a listen to their eighth studio album Low Teens, released on Epitaph Records in September 2016. Low Teens peaked at Number 23 on the US Billboard Top 200 and Number 2 on the US Independent Albums Chart. Road dogs from the get go, they’ve toured with everyone from Jackass star Steve-O to Dillinger Escape Plan to Atreyu to Taking Back Sunday. ETID are festival regulars too: the band has performed at OzzFest, Carolina Rebellion, and Rock on the Range, and they’ve also spent eight summers on the Vans Warped Tour. In late 2021, they performed in their hometown for their annual Tid The Season holiday show.

After many years of killer albums, crazy tours, and lots of shows and festivals, Every Time I Die announced their breakup in January 2022. We are pleased to be able to look back on the memories and enjoyed working with the band to promote “The New Black”!

We’ve been big fans of Every Time I Die from the start, and we can’t wait to see who becomes the next break-out artist. Do you think your video has what it takes to be the next break-out smash hit? Get in touch with Andy Gesner and the rest of the HIP Video Promo team by giving us a call at (732)-613-1779 or emailing us at info@HIPVideoPromo.com.