Whenever we walk through the halls of our local comic book store, we usually envision ourselves as superheroes. Sometimes we’re fighting corruption, other times we’re saving a jilted lover from distress. On rare occasions, we’re thwarting massacres at the local Pokemon convention. But in the end, it’s good old fashioned heroism that saves the day.
Massachusetts alt-rock quartet Latch have similar visions in their fantastic new video for “Parade,” premiering this morning via Vanyaland. To accompany the deliberate, riff-heavy track — which is joyously reminiscent of ’90s luminaries Hum and Sunny Day Real Estate — the Mike Sun-directed video takes superhero inspiration to a whole new level.
Though most of the video was shot in a converted Fall River mill space, the story of today’s heroism begins in the local gaming and collectibles shop.
“Game King is a local comic book store in the area that was nice enough to let us trash the place,” says guitarist/vocalist Matt Smith. “There isn’t a particular theme tied to the video, but I believe Mike’s concept was inspired by the tone and lyrics of the song. Nicole March, the actress in the video, actually has some ties to Chuck Norris. A member of her family worked with him at one time, which explains all of the kung fu.”
“Parade” is the latest single off Latch’s 2014 EP, Famous Athletes, which is available for free download via their homepage and Bandcamp. The record was produced by Jay DeLuca and recorded at the studio space of former Letters To Cleo bassist and current Stoked Wood Fire Pizza maven Scott Riebling.
Watch the ultra-cool video for “Parade” blew, then catch Latch live at Aeronaut Brewery in Somerville on September 23. Bring your superhero mask.