Tayne release new music video for ‘In This Trend’

TAYNE have released a new music video!

The new music video, for the track In This Trend, is the brand new single from the London-based industrial noise trio and follows on from their previous single, Down, which was released last month.

Speaking about the new song, vocalist/bassist Matthew Sutton says, “with a post-punk ethos in mind we wanted this song to feel like every pay off was another massive climb. The chorus is almost an anti chorus, it’s angular and grinding. This song is a nauseating comparison to having an out of body experience watching yourself on a never ending loop, feeling hopeless and sick. So self-deprecating and always pushing that self-destruct button.”

In This Trend is the second video in a trilogy leading the visual narrative throughout the music directed by Leif Johnson, a member of London based video collective NEWD. Sutton adds, “the artwork and music videos leaned into telling a story based on my own fathers conflicts with love. My dad being a family man, married with kids and then realising he was gay, coming out, navigating those tribulations and transforming his life and finding love and acceptance again. The 3 acts of the story were broken into each individual video. The Conflict, The Transformation & The Acceptance / Celebration.

In This Trend – ‘The Transformation’ – Act 2 is a literal and philosophical transformation. Understanding the conflicts in his life and love, my dad made tough decisions to drastically change aspects of it. Being honest and true to himself as well as others carried so much weight and I’m sure it was painful for everyone involved. These necessary steps, although damaging to a life he had, were addressing those conflicts going forward and I think it’s a massive inspiration of just being honest, looking in that mirror and seeing what’s staring back at you.”

Watch the official music video for In This Trend here: 

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