New Video: The Darkly Comic Video for White Reaper’s “Pills”

Certainly, if you’ve been frequenting JOVM over the course of the past 18-19 months or so, you may be familiar with the Louisville, KY-based quartet White Reaper, who in the same period of time have captured the attention of the rest of the blogosphere after the release of a blistering, six song, self-titled EP and a number of national tours with the likes of Deerhoof, Young Widows and Priests. And with a growing national profile, the members of White Reaper went into the studio to write and record the material, which would wind up comprising their recently released full-length debut, White Reaper Does It Again.

Released last month, WRDIA has received quite a bit of attention across the blogosphere and this site with the release of its first two singles “Makes Me Wanna Die” and “Sheila.” The album’s third and latest single “Pills,” is comprised of chugging power chords, throbbing bass, thundering drums and ethereal keyboard chords that twist and turn over the hook. Much like the first two preceding singles, “Pills” evokes power pop, punk rock, garage rock and New Wave simultaneously and seamlessly. And with “Pills,” the quartet channels Cheap Trick and bubblegum pop both sonically and thematically – underneath the ass kicking bravado is a bruised, bleeding heart that gives every song a subtly bittersweet tone. With “Pills,” the song’s narrator is desperate for some sort of drug that will help him get over a particularly embittering heartache. God, haven’t we all been there at least once?

The recently released official video for the song features the band’s frontman Tony in a hospital gown and appearing heavily bandaged from an unseen but clearly terrible accident. And as a result, he winds up taking pills but winds up with a terrible addiction in which he gets high, behaves in an inexplicably bizarre fashion, passes out, overdoses and repeats in a darkly comic fashion.