[Editor’s Note: Two major trends have emerged in the recent history of new media: 1) Music videos are the new music and 2) YouTube is the new MTV. With that in mind and to keep you up to speed with the greatest and latest in this online video category, Tubefilter has partnered with INDMUSIC, YouTube’s largest independent music network, to bring you at least one must-watch music video every week. Turn up your volume and we hope you enjoy the analysis, sites, and sounds.] 

If you’re like me (e.g. have amazing taste in music, possess an innate ability to identify quality storytelling set to beats) and you like high concept music videos, then Lord Huron’s first video from Lonesome Dreams for “Time to Run” is one you do not want to miss. If you’re not like me – 🙁 – and you don’t enjoy music videos that offer a little something more than sex appeal, I still think you’ll be happy you clicked play.

“Time to Run” is kinetic, vibrant, and alive. It’s about the foolish things men do that might land them on the end of a rope chased down by a posse in the dessert. Sure, that might not be a relatable scenario for everyone, but Lord Huron has a way of making it feel all too familiar.

The video is an homage to the Technicolor Westerns of the era of George Ranger Johnson, a mid-20th Century American writer who penned the “Lonesome Dreams” series (where the band got the title of their debut album), as well as an installment in that series titled Time To Run (the book about which the band’s video is based).

Lord Huron’s blend of catchy melodies and bouncy instrumentation are making the band a rising star on IAMSOUND Records. And if you like what you see and hear in the above, be sure to catch the group at SXSW, where they will be playing six(!) showcases. When “Time to Run” blasts through the speakers, I’m your huckleberry if everyone in the crowd doesn’t start picturing the Wild West.

Arshan Sadri is the Channel Manager at Brooklyn based, INDMUSIC, YouTube’s largest music Network.  He got his start booking comedy and music at the University of Maryland.  On weekends he refuses to travel above 14th street, likes to run, and plays in two bands that are just ok.

INDMUSIC is YouTube’s Largest Music Network, allowing independent music content creators to monetize their YouTube views without sacrificing creative control or rights to their content.

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