PUP have dropped a new single If This Is It as well as a music video for Concrete which took around a year to create.
PUP have got some treats in store today, with a new single called If This Is It and a music video for fan favourite single Concrete.
The new song follows up last year’s album Who Will Look After The Dogs?, while they’re also celebrating Concrete with a new music video that was actually made a year ago, but didn’t actually make in into their inboxes for a long time because the concept was so complex.
Director Sterling Larose filmed the band performing and broke it down into over 1000 frames to send to 13 different designers and animators, who each transformed them into magazine covers, tabloids, fake adverts and zines. Everything was done by hand – with no AI whatsoever - and the results were printed and filmed frame-by-frame in stop-motion.
“About a year ago, on our way to Australia, we decided to stop over in Vancouver, visit our pal Sterling, and shoot a video for Concrete, one of our favourite songs off the last record,” says vocalist Stefan Babcock. “His concept was mental and ambitious. We did the shoot, and waited for the final product. It didn't come. Months passed and it seemed like it had disappeared into some technical abyss never to be seen again.
“Many days I searched the blackhole of my jetlagged memory and wondered if we'd ever even shot the thing. And then a year later, seemingly out of thin air, Sterling (and the video) surfaced. And we love it to death.
“It took Sterling and 13 designers and animators hundreds and hundreds of hours, physically creating thousands of individual frames, photographing them, animating. We’re fully aware that releasing a video for a song that’s already been out a year is a stupid thing to do. But we don’t care.
“At this point, we’re in an incredibly lucky position with PUP to mostly do whatever we want with this band, and for us, it was completely worth the wait. The video was made with no AI - just immense care, patience, and endless frustration on the part of the artists. We're proud to be a part of Sterling's vision and this mammoth project. I hope you like it as much as we do.”
Check out both below:
PUP will be performing at Outbreak tomorrow (June 27) and at 2000trees twice, headlining the Forest Stage on July 8 and performing again on July 9.
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