NYC newcomer New Myths is an all-girl trio that mixes glossy New Wave with swirling guitar rock. In keeping with its darkly catchy sound, the new Eric Gross-directed video for "False Gold" from the band's eponymous first EP features the members trapped in what appears to be a condemned hospital and pursued by malevolent forces — perhaps real, perhaps imagined. As the protagonist navigates desolate corridors where paint literally peels from the walls, the chorus repeats the words, "Hearts know false gold," as if to lead the way out. According to the band:
"We knew we wanted the video to be sort of scary movie-like but not in a literal sense. We wanted the feel of the video to be ghostly and spooky and convey the feeling of being 'haunted' by an emotion."
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While the video may certainly be spooky, if you happen to be lost in a derelict infirmary with hallucinatory terrors on your tail, New Myths can at least provide an infectious soundtrack. Look for New Myths' debut LP this summer.
New Myths
"False Gold"
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