Music Video: Violens “When To Let Go”

We were really bummed when Violens cancelled their NXNE set a few weeks back, but the band has just dropped a new video for “When To Let Go” off their sophomore album True, so I guess we’ll forgive them (jk). 

It’s a pretty strange, yet beautiful video shot on a beach on a sunny day with a couple who get off on beating each other up. Watch the Alejandro Cardenas directed clip and read what the director had to say about the video below.

The song “When to Let Go” is an allegory of a type of relationship where there are weak lines separating passion and aggression, so we decided to run with that idea for the video. We managed to end up in Montauk on the sunniest, coldest, windiest day and let our actors (a real-life couple) have some fun tenderly abusing each other.  I think the end result marries nicely with the song.