Behind The Scenes: Seven Stories High – ‘Apathy’


“Deadweight is based on the Greek myth of King Midas, who is given the power to turn everything to gold with a touch, which then backfires when he turns his daughter into gold. Our adaption of this focuses on struggles of mental health,”
declares Seven Stories High vocalist Rhys Hyett-Ferrier, speaking of their forthcoming sophomore EP. Sonically the band, who are influenced by State Champs, The Wonder Years and Four Year Strong, describe the release as “almost split in two – half follows a fast up-beat Pop Punk feel, which gets people dancing and jumping around. The other is heavier - fuller sounding and darker in feel, which you can chant and scream along to.” Yet, the EP flows as one piece of music, with each track written to fit the narrative, whilst being open enough to interpretation for listeners to make a personal connection. The act recently released the video for their lead single ‘Apathy’ and now give us a behind the scenes insight…

As we had decided to pick Apathy for the opening to ‘Deadweight’, it seemed only right that we used this to introduce people to the EP with a video of the same track. Opening the EP with a fun fast paced, pop punk anthem, and making a video that matched, lay the groundwork for the EP to come. The whole EP is based on our version of the Greek Myth of ‘King Midas’, who is granted the power to turn everything he touches into gold. This backfires on him when he accidentally turns his daughter Marigold in to gold. The track ‘Apathy’ is about the guilty feeling that Marigold has over not liking the man that her father is, this guilt slowly grows over her represented by the gold that covers her at the end of the video. We wanted to weave the themes of the track into the visual of Marigold being transformed into gold, and we loved the way it came out.

We shot the video around our home town of Swansea, and the shots of the band were filmed in Rampz, a Skate park in Llanelli. The Skate park was a lot of fun. While setting up the stage area, and filming took a lot of time, the whole process took longer due to the fat that we couldn’t pass up the chance to play around the whole park like a bunch of big kids. We had a lot of fun with all the skateboards, scooters and bikes we found around the place - so much fun, despite the fact that Matt nearly knocked me (Rhys) out trying to tail whip a scooter and Dave face planted the floor countless times. Needless to say we left with a few bruises.

The video was directed by a friend of ours, and an amazingly talented Photographer Alex Jay Moore. We have been friends with Alex, for a while now and are huge fans of his live photography and live gig videos and couldn’t think of any we would rather work with to bring the video to life.

Walking around Swansea gradually painting more and more Gold on Amy-Beth McCarthy, who was kind enough to play our Marigold, was also a lot of fun. The more and more gold we had painted on her, the more and more
looks we got from people passing by.

We were super happy with outcome of the video. Alex did an amazing job on the filming and editing, Amy worked so hard all day and did everything we asked and more, we think we did ok on our part too. It came out better than we expected and we are very proud and grateful to everyone who helped us out.

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