We’re pleased to bring you the premiere of Cruel Experience’s new music video for their song “Seven Years” (watch it below). The track is taken from the band’s latest album Lives Of Ugly Demons, which is out now through Santa Valvola Records, Annibale Records, Oh Dear Records (UK), Brigante Records, Hopetone Records (IT), Dadstache Records (US).

The “Seven Years” music video was filmed in the UK by Mark Christopher Breed, member of The Wytches. Breed has a big fondness for VHS horror films, and is also known for his line of clothes Hoodbats. Cruel Experience chose him for his style because “Seven Years” talks about an imaginary place where living and dead people can be together for the last time for a final goodbye.

Lives of Ugly Demons (L.O.U.D.), the debut album from Cruel Experience, is a composite work: seven tracks that draw a path through a richly faceted musical universe, but which also reflect the attitude and history of a band that wants to make music by choosing to stand on its own feet. And indeed, L.O.U.D. is an album that’s made by the music for the music: entirely self-financed thanks to gigs and recorded DIY, it’s the manifesto of a
desire for full expression, without filters or compromises. In this sense, the opening track, “Highway of Lies”, is the key to understand the desire for emancipation from a magmatic and conformist individual, social and musical reality, that characterises the entire work. (all your lies / will come back dead / you can’t turn this shit to gold).

When the gray of the province suffocates aspirations and individuality under a blanket of apathy (Have you tried to live in my town? / Nothing worth moving round my eyes (…) / Nothing gonna be real / and I’m so tired / Loud), intensifying the need for an intense contact, capable of breaking the cage of routine (she keeps my hand on reality / scratch my mind with sexuality (…) she broke my mirror / and stepped inside / Bite the light) Cruel Experience react, swinging from abandon to the melancholy of their ghosts (Bad Moon; Seven Years) and the violent desire to get rid of them, between fantasies of destruction (Teenage Smokeland) and sabbathesque rock ‘n’ roll magic (Help me Wizard). The desire and frustration, ambition and apathy, Black Sabbath and Sonic Youth: L.O.U.D. experiments and harmonises every nuance of these extremes, compressing two decades of music history in a record that is first and foremost their own quest for human and artistic freedom and independence.

Connect with the band:
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