Softcult release new music video for ‘Not Sorry’

SOFTCULT have released a new music video for their track Not Sorry!

The Ontario-based modern grunge duo have shared the video alongside the release of their debut full-length album When A Flower Doesn’t Grow, released on Friday via Easy Life Records. Not Sorry tackles the impact of hateful rhetoric and the importance of protecting one’s self-worth.

Speaking about the single, vocalist Mercedes Arn‑Horn shares, “Not Sorry is about not allowing the hateful ignorance of others to affect our self-esteem. Patriarchal society can be extremely cruel to cultural, racial, sexual and gender minorities. Most of this vitriol stems from ignorance and weaponised misinformation. Certain political organizations promote hateful rhetoric when they see minority groups as a threat to their grasp on power. Hate speech is a tactic used to silence the groups that it targets, and it’s important to not only combat it by speaking out with counter-speech so that hate is not the only narrative, but also to protect the mental health of those affected, including ourselves.

This song is about recognizing that while education can solve hateful ignorance, it is not our responsibility to educate every hateful person we encounter. We owe it to ourselves, and to democracy, to protect our peace and well-being. We can’t allow shame, insecurity, fear, or any other psychological effects of hate to silence us. We have nothing to apologize for when our mere existence triggers enraged and ignorant people.”

Watch the official music video for Not Sorry here:

When A Flower Doesn’t Grow is out now via Easy Life Records. 

For more information on SOFTCULT like their official page on Facebook.