The Devil Wears Prada are sharing their first music video off their latest album, The Act, which marked their first since 2016. While “Chemical” is the third single behind “Lines Of Your Hands” and “Please Say No,” it’s the first new track the band has shared an official video for.
Vocalist Mike Hranica revealed he personally doesn’t have too much interest in the music videos at this point in their career, but he definitely sees “Chemical” as unique.
“I’m not one to get particularly excited about music videos these days,” he explains. “But I think that the technology [director] Kevin Johnson and the crew were able to employ for ‘Chemical’ makes it something special.”
Featuring the band’s performance contrasted with a protagonist’s struggle to come to terms with what he’s faced with, playing off the line, “I want to scream, but it won’t help/I’ve created my own hell/And it’s only chemical.” Working off this, the video captures what the song’s co-writer and TDWP keyboardist Jonathan Gering explains was the whole point.
“‘Chemical’ is about coming to terms with the idea that all of our feelings—good and bad—are just chemical reactions in our brains,” Gering says. “It is both a bleak and hopeful way to to view the world, but at times, it can help us to move forward.”
Check out the new video for “Chemical” below.
“Chemical” appears on The Act, which dropped Oct. 11 via Solid State Records, and you can check it out here.
10/22 – Denver, CO @ Summit Music Hall
10/23 – Salt Lake City, UT @ The Complex
10/24 – Las Vegas, NV @ Vinyl
10/25 – Santa Cruz, CA @ The Catalyst
10/26 – Fresno, CA @ Strummer’s
10/27 – Pomona, CA @ Glass House
10/28 – Phoenix, AZ @ Marquee
10/30 – Dallas, TX @ GMBG
10/31 – Houston, TX @ White Oak Music Hall
11/2 – Tampa, FL @ Orpheum
11/3 – Atlanta, GA @ Masquerade
11/5 – Nashville, TN @ Exit/In
11/6 – Greensboro, NC @ Blind Tiger
11/7 – Baltimore, MD @ Sound Stage
11/8 – Pittsburgh, PA @ Mr. Smalls
11/9 – Toledo, OH @ Civic Music Hall
11/10 – Syracuse, NY @ Westport Theater
11/12 – Philadelphia, PA @ TLA
11/13 – New York, NY @ Grammercy Theatre
11/15 – Chicago, IL @ Bottom Lounge
11/16 – Milwaukee, WI @ The Rave