Shred Kelly will be hitting the big screen later this week when their music video for ‘Don’t Ever Look Back’ screens at the Calgary International Film Fest.
The song tells the story of heartbreak, and also being in a relationship that you want to get out of.
The video, directed by Brett Connors, Brett Ferster and produced in collaboration with The Light Factory, immerses viewers in an alternate reality, where social norms are flipped.
Producers with the Light Factory had previously watched the play, ‘Heterophobia’, in Calgary, and thought that the lyrics were of similar theme to the song. ‘Heterophobia’ playwright Pam Rocker became involved, and together they created a beautiful production that Shred Kelly were extremely pleased with.
Described by Rocker, Heterophobia is, “a dark comedy, a tall glass of gay with a twist of straight. In the world of Heterophobia, social norms are flipped on their ears, and extreme role reversal ensues. Being gay is the norm, and being straight is the ‘deviance’.”
“The main character, her parents are both women, and she’s dating a women in the video but she has feelings for her best friend who is man,” said Shred Kelly lead vocalist, Sage McBride.
“She’s forced to repress those feelings because they’re not accepted in society and she’s willing to break the barriers and he’s unwilling to because of the confinements of where they live and what’s expected of them,” she said.
“… People who are straight in our society, never really have to think about, what if they weren’t allowed to love the person that they love, and they’ve never had to overcome as many battles with that as people who have loved someone from the same sex.”
McBride admitted that although she believes the public view of same sex relationships is currently the best it’s ever been, the video is a good reminder of the struggles that some have had to endure.
She also admitted that the music video took a different direction than they had originally envisioned when they wrote the song.
“That’s the coolest part about music is that, you can write a song based on one of your own experiences, and that song can mean something else to someone who’s listening to it,” said McBride.
I really love that song has that power to effect so many different who all have different experiences, but song can tie all of those different experiences together,” said McBride.
McBride said it’s amazing to have their video screen at the Calgary International Film Fest. It will play before the feature, SPLINTERS, at Eau Claire 6, Cineplex Odeon Eau Claire Market Cinemas on Saturday September 22 and Sunday September 30.
“We’re going to try and see if we can make it up to watch it because I think it’s just such an honour, it would be amazing to honour their work and meet all of the people who collaborated on the video together, and get to celebrate a bit,” she said.
Shred Kelly also just released a new music video, called Jupiter, Any Other Way, filmed at Island Lake Lodge.
The band’s summer tour is now winding down, and next they’re off to the United Kingdom for 10 shows at the end of October. They will return in the winter to play locally through the season, and work on a new album.
“Start writing,” said McBride.
“Hunker down for the winter and write some songs.”
