On February 1st, 2021, Icon for Hire, Illinois based rock band released an official music video for the new single Waste my Hate off of their upcoming album Amorphous set to release February 19th, 2021. The American duo, comprised of singer-songwriter Ariel Bloomer and guitarist Shawn Jump.
Known for their hard rock, alternative elements fans have already labeled one of the singles Curse or Cure as being their "heaviest" track so far to date. Curse or Cure and Waste My Hate are just two tracks off this 14 track album, with the third single being Last One Standing. All in their own rights, different from the last. Curse or Cure offers a heavy rock element for every dark inch of your soul, whilst Last One Standing is less on the heavier side overall, with more of an alternative feel to it. Both tracks were released shortly after one another, opening fans up to yet another uprooted sound change with Waste My Hate. This track is the most alternative one of the three whilst still utilising those heavy rock elements of the duets staple sounds.
Waste My Hate 's official music video opens up with a distorted title scene, instantly giving a rock feel from the use of greys, blacks, and white. "Drag me through the dark. Oh, bless your little black heart" introduces the four contributors; Renee Pheonix, Mitch James, Marena Lucero and Nadia Owens. All four opening up the video lip-syncing to the song, after lead singer Ariel makes an appearancc. For the remainder of the first verse, this is repetitive. The audience sees both Bloomer and Jump periodically timed, along with close up shots of Renee, Mitch, Marena and Nadia.
The video then cuts to mid shots of the contributors, dancing and moving in time to the music, influencing the watcher to start dancing to the infectious hard rock beat. But the money shot comes shortly after in the chorus, where the scene changes to a full band set up, with the duo dressed up in party wear. It's all sparkles and darkness for this video, giving it that light-hearted airy feel. Are you looking for escapism and 3 minutes of fun? Then this video is one to watch. The beat drop coming in at 50 seconds, met with body sways, headbangs, and flashing lights, the essential components of every live rock gig.
Some final elements of the video, are the other group long shots; where Ariel is stood in front of a plain white sheet screen, with the contributors mainly grooving to the beat. In the last quatre of the video, the distorted filter makes a reappearance, almost adding a continuity element to the overall video aesthetics. Finally, the linked use of flowers goes back to the album cover art, a welcoming segment that links to the entire LP.
