The Bronx are excited to share their new music video for “Side Effects.” Directed by Christian Jacobs (MC Bat Commander of the Aquabats / co-creator of Yo Gabba Gabba), the video was filmed in a house owned by renowned photographer and sculptor Adam Wallacavage, whose octopus-shaped chandeliers have earned him global notoriety and have led to exhibitions in Sao Paulo, Rome, London, Miami, New York, and LA. Jacobs. The Bronx frontman, Matt Caughthran, had the following to share on their creative process:
“The idea is loosely based on an old video game called ‘Night Trap’ where aliens invade a sexy slumber party and you have this cool, room-to-room, live-action scenario in which you try to save the day. The song is about dealing with the side effects of life as a musician/artist; all the things you never saw coming. After finishing a recent UK tour, we flew into Philly to rehearse and shoot the video in two days, and the excitement and inspiration, mixed with delirium and exhaustion, only seemed to add to the authenticity of the song’s lyrical content. This video is truly a labor of love, just like music/art/life should be.”
Director Christian Jacobs: “I think the challenge was to create something engaging and compelling that could have a ‘re-watchability’ factor. By shooting seven different stories that all intersect at the same time (in essence seven ‘one-ers’), we were hoping to capture an overall story that speaks to being in a rock band for 20 years and also lends itself to repeated viewing.
The house in the video is this insane juxtaposition of history, design, modern art, and classic architecture, filled with amazing collections of things, handcrafted and collected. We wanted it to almost be a metaphor for the band itself and it becomes another character within the video; each room has its own personality that really fits the overall concept for the clip.
Thus, we see the individuals inside the (house) or ‘band’ so to speak, having their own issues and demons they are trying to deal with separately, but then are constantly stuck crisscrossing into each other’s lives. The band was really collaborative, focused and worked hard. I think we made a great team and were lucky to make a great video.”