Heartbreaking Bravery

Music videos from the likes of Green Dreams, Twist, SLØTFACE, Heidi Lynne Gluck, The Raveonettes, Trentemøller, NAKED, and Mick Jenkins closed out last week in a memorable fashion. In that stretch, emergent Wisconsin act No Hoax also finally offered up their first round of recorded material and a blisteringly effective music video to accompany that release. “No Hoax”, their untitled debut EP’s centerpiece claimed the distinction of being the band’s first visual presentation and it serves as a definitive statement of the band’s early identity.

At the start of this year, I was fortunate enough to share a bill with No Hoax and catch their live show, which has been building a steadily increasing amount of buzz for over a year. The set they played remains one of the most powerful I’ve seen in 2016, which has boasted some seriously memorable outings. Combining a shoegaze-friendly wall-of-sound with post-punk atmospherics and absolutely vicious hardcore leanings, they conjured up something visceral and unforgettable. Since that set, the wait for their first recorded material has been frustrating but, thankfully, that wait’s finally over.

Not only has the band offered up their ferocious EP, they’ve provided an accompanying music video. “No Hoax”, easily the quietest moment on the EP, gets some additional bite with a direct black-and-white clip of the band performing the song in various locations. There are no frills and no flashy editing tricks, allowing the band to boldly stand on their own immediate merit, which is considerable and backed up by the members’ collective pedigree. By the time “No Hoax” ends, it feels less like a music video and more like a warning shot. No Hoax is planting their feet in the ground, not moving an inch, and making their name known. Learn it now.

Watch “No Hoax” below and pick up the band’s debut EP here.