Remember back in the day when you went to birthday parties laden with adult supervision, store-bought birthday cake, and awful entertainment? Senses Fail does, which is why they decided to demolish the innocence of childhood festivities in the music video for their new single “The Importance of the Moment of Death.” There’s a drunken clown, firearms, and parents paying more attention to cocaine than their kids; the opposite of what a ten-year-old’s party should be. It looks so wrong, but feels so right.
Following their last album, Renacer (2013), this new single (which premiered on Noisey) is heavy and reflective of the style that Senses Fail has recently adopted. The riffs are raw, there is little to no clean singing, and it is clear that their sound has changed from the days of Let it Enfold You (2004) and The Fire (2010). Regardless of how SF fans feel about the band’s new sound, you can’t deny that the video for the single is fun, taking the purity of youth and smashing it to bits.
Grab Senses Fail’s new album Pull The Thorns From Your Heart when it’s released June 30th, and catch them at Warped Tour when it comes to your town this summer. Bring your raw meat-filled piñatas, it’s going to be a grand old time.
by Kelly Fay