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| © Dearohwell photography |
The highly anticipated video was promoted on the band's social media, with the visuals/teasers perfectly matching the incentive behind it. With its core message being the deception of image in the digital age we lead in, Mindthreat resorted to a hard and even triggering imagery, in order to poignantly touch on two very serious issues; suicide and apathy.
A rather terse concept, we see a man about to jump from a building for his own, undisclosed reasons while a crowd of bypassers is gathering to witness the fall. What's astonishing, however, is the indifference of those people, whose only concern is to record and post the incident on social media, instead of actually intervening or calling for help.
The title "Persona" is indicative of the current environment we have conditioned ourselves in. The promo picture is a re-imagined, Instagram-based template which we are all very familiar with, bluntly criticizing the effects of the romanticized notion of digital presence ("a digital life") where a person's worth is judged based on their following and the "likes" they collect. This essentially means that we see others through their posts and not how they really are, focusing on the stylized lives we are fed online and missing or ignoring the cues that someone may be actually hurting. The key to breaking this cycle is to try to be more compassionate and live life through our eyes and not through our phone screens. What we see online is not real and, if someone needs help, reach out to them.
Connect with Mindthreat:
Facebook: https://www.facebook.com/mindthreat/
Instagram: https://www.instagram.com/mindthreat_official/
Spotify: https://open.spotify.com/artist/7x5vSI9RNx2lT7QDDxK3xX?si=7aGJ-n57TpeRtPS8nLdZQA
Youtube: https://www.youtube.com/user/MindThreatOfficial
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