Ontario indie rock outfit Born Ruffians are gearing up to release their latest LP this fall, but before RUFF hits shelves, the band have unveiled a brand new video for "We Made It."
The clip tells the story of a down-on-his-luck man "making it," though as his situation and surroundings get upgraded, disorienting shots of found footage get spliced in at an increasingly quick and confusing pace.
"It will become more apparent in the months ahead, but the video hints at some other weird things that we've been up to. This album release is loaded with surprises and we've wanted to treat everything we do that way, from the physical album, to the videos, to the live show," the band said in a press release. "We want to treat this video as a treasure hunt of sorts — the narrative is non-linear and demented, but as the months progress and we release more content, the meaning and interpretation of this video changes."
RUFF is out on October 2 via Paper Bag Records/Yep Roc. Check out the video for "We Made It" below, and stay tuned for more upcoming entry points into the weird world of Born Ruffians' new record.
As previously reported, Born Ruffians will be playing a long string of North American tour dates in support of the new record, and you can see all the stops here.