The New Loud - "Heaven" (video)

by Jennifer Cooke

5 April 2010


Tired of looking at pretty people? Or rather, what movies, television, magazines and most music videos deem “pretty”, until that vacuous definition starts to feed on itself, becoming ever more plastic and generic and surgically enhanced, and we end up with things like Heidi Montag? 

Milwaukee’s the New Loud have made a video for their new song, “Heaven”, which is refreshingly replete with real live people. It recalls Godley and Creme’s 1985 video “Cry”, except without the creepy shape-shifting effects. Isn’t it nice to see some crows feet and thin lips once in a while?

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