Last Friday, Milwaukee’s Direct Hit! released a new single entitled “Hollow Comfort.” Along with the new song, the band also premiered an accompany music video for the track. “Hollow Comfort” was recorded in a mix of remote and in-studio sessions to maintain safe social distancing measures for the band and crew. The lyrics hint at the disconnected connections that technology offers us, which can be vital in a time without true human contact. But also asks, “At what cost does this technology come?”
Throughout the stay-at-home period, Direct Hit has been working on new material for a full-length and releasing singles to streaming services and YouTube to pass the time away from the road. This track features the new five-piece lineup with recent addition Maura Weaver on third guitar and vocals and was mixed by frequent collaborator Mike Kennerty (All-American Rejects).
The video was directed/edited by the band’s tour videographer, Ben Sargent, with art direction and animation from Walker Dubois. Walker’s animations provided art direction that inspired which vintage stock footage Ben chose to manipulate into the unsettling narrative playing out on the TV screen.
Watch the video below and keep checking below for more from Direct Hit!