The music video for Vox Vendetta’s new single, “Love Ain’t Forever,” paints an unconventional picture of withering love.
“We really wanted to look at the song from another angle and interpretation,” said Joel Gaytan, drummer of the local alternative rock band. “I think it should be a surprise to most people.”
The clip, directed by Sheridan O’Donnell, a graduate of NMSU’s Creative Media Institute, depicts the consequences of living in excess – but with a surreal twist. The video was shot in El Paso and Las Cruces and will be released Saturday, Aug. 17, at The Garage Tequila Bar. (A teaser can be viewed on the band’s official YouTube channel.)
“Love Ain’t Forever” is Vox Vendetta’s first music video – a major step for a young band.
Bassist John Lozano originally tried to start the band in 2011 with college friends, but it wasn’t until the summer of 2012 that he found the lead guitarist he knew would commit: Carlos Amador, a classically trained Puerto Rican musician. Soon after, they found singer Oscar Maldonado, who has served in the U.S. Army like Lozano and Amador.
They didn’t waste time after adding Gaytan to the group. By May, the four-piece released a debut album, “10x10,” named after the dimensions of their original practice space. Maldonado said their music, which is influenced by bands such as Foo Fighters and Chevelle, has been a good outlet.
“I try to put emotions and feelings that I can’t express in real life into the music,” Maldonado said. “The point of being a singer is not to be an outstanding entertainer, but to show them what you mean, to paint a picture of what’s really happening throughout the song and to build a connection they will never forget.”
In the past year the band has played more than 60 shows, including the KLAQ Balloon Fest, and they have racked up 660 fans on Facebook and nearly 300 on Reverbnation, where they rank among the top 100 alternative bands. Their music was also featured on the “Texas and Beyond” series of KA Radio in Scotland.
“It feels great knowing that when we come together as a band, we have amazing potential to make different styles of music that reach a large group of people,” Maldonado said. “And the fact that we came so far, so fast, let’s me know we’re doing great, and it’s an amazing feeling.”
Even so, band members have had little time to look back as they plan more projects.
“Besides the upcoming video release, we are working on our second EP and planning on doing another video in the near future,” Gaytan said. “We are hoping it will lend itself to a more intricate sound that our fans will respond to.”
The band is planning a Southwest tour in 2013.
Vox Vendetta’s ‘Love Ain’t Forever’
Music video release hosted by Sheridan O’Donnell with performances by Vox Vendetta, Manifique, Never Too Late and The Other Half
The Garage Tequila Bar, 4025 N. Mesa
Saturday, Aug. 17, 9 p.m.
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