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Check out The Flatliners brand new video for “It’ll Hurt,” which tells the tale of your favorite late-night titan’s tumble through his humble beginnings. The song is lifted from their latest full-length, New Ruin. The video was directed by Mitch Barnes and stars  Rodrigo Fernandez-Stoll, Natalie Norman, Matt Snell, and The Flatliners!

Read what vocalist Chris Cresswell had to share:

Our brand new video for It’ll Hurt is out now, and if you’ve been paying attention to the New Ruin cinematic universe, it features a very familiar face. Through the videos for Performative Hours, Souvenir, and Rat King, you’ve witnessed the swift fall from grace in the once illustrious life of Mr. Ron Regal. Now see where it all began for the late-night-titan-turned-secret-identity-sporting bartender, in our origin story video for It’ll Hurt. Did The Flatliners unknowingly set Ron on his path of self-destruction and his eventual downfall? Only time will tell for sure. But yes. The answer is absolutely yes. It was all our fault. Sorry Ron…