Monday, 3 October 2016
Avatar Debut "Night Never Ending" Music Video
AVATAR have unleashed another visually stunning music video, with longtime director Johan Carlén at the helm, for their next single, "Night Never Ending" exclusively via Alternative Press Magazine.
"It's is a special song, being probably the most upbeat and, dare I say, happy piece we've ever released," says frontman Johannes Eckerström. "But under the surface of the fragile message of hope and fighting spirit it is little more than a prelude to a tragedy and that is what we set out to capture when we decided to make a video for it."
"It is very close to my heart for being the one video where there is no "rocking out" going on and we get to capture a side of Avatar that is just as integral as the good, headbanging times we love sharing with our supporters all around the world. There are few things in this world as beautiful and fascinating as contrasts and this is what all of Feathers & Flesh is all about. Hope and tragedy." The new video drops just a few months after the band debuted "The Eagle Has Landed" video, also directed by Carlén, the first official music video from the band's most recent LP. "The Eagle Has Landed" achieved Top 15 at Active Rock Radio and was even hailed as one of the Best Rock Songs of 2016 (so far) according to Loudwire.com.
With past buzzworthy videos like "Bloody Angel," "Hail The Apocalypse" and the 2015 Loudwire "Best Rock video of the year" video for "Vultures Fly," AVATAR continues to raise the bar for what bands are doing visually in the current state of hard rock and metal.
AVATAR released their very first concept album titled Feathers & Flesh May 13, 2016 via Entertainment One (eOne) in North America and Canada with Another Century releasing the record overseas. The new release is the band's highly anticipated followup to Hail The Apocalypse released in 2014, which cracked the Billboard Top 200 for the first time in the band's career.
The aim is set higher, further and deeper than ever before for AVATAR. Not only is this concept album their most extensive work to date, showing the widest range of any of their albums, it also contains a story too extensive for any booklet, so they made a book. A fully illustrated 60 page, 109 verse poem hardcover book.
AVATAR are back in the U.S. continuing their utter domination of The States in continued support of their new album. The band just wrapped a handful of arena dates with AVENGED SEVENFOLD, VOLBEAT and KILLSWITCH ENGAGE. They will continue performing headline and festival dates such as LOUDER THAN LIFE and AFTERSHOCK this October.
Feathers & Flesh was recorded in Germany, Finland and Sweden in December 2015 with producer extraordinaire Sylvia Massy (System of a Down, Tool, Red Hot Chili Peppers). “Avatar is an amazing band,” said Massy, adding, “The singer has the wild energy and charisma I love, and the players are relentless. The album we’re making is an epic. Each song powerfully stands on it’s own, but is only a piece of a larger story. This album is the project I’ve been dreaming about for years!”
The music is as always, rooted in the extreme, with plenty of melodic sensibility and a lust for experimentation. There is a love for intense double bass drumming, riffing and shredding of timeless dimensions alongside rough edges, slow grooves and epic storytelling for the ages. The idea is that as the band digs deeper, the fists will be held up higher. The end result is a modern metal album with all the ruthlessness and power one could ask for handled with a loving songwriter’s hand, inspired by The Beatles and Queen.
AVATAR have developed quite the reputation for touring the US harder than even some of their American counterparts. Most notably, the band has grown well known for their epic performances in the US festival market. After their memorable performance at Rock on the Range 2014, a first for the band, it shows no signs of stopping.