Five albums in and a bevy of No. 1 songs under its belt, Shinedown could have played it safe on new album ATTENTION ATTENTION and let the accolades continue to roll in.
Instead, the follow-up to 2015’s Gold-certified Threat to Survival takes the veteran rockers in a new direction: a concept album. Well, sort of.
ATTENTION ATTENTION, Shinedown’s sixth album, is out May 4 via Atlantic Records (available for pre-order here), and today (March 7), the band debuts the music video for lead single “DEVIL” on Billboard.
“DEVIL,” the first fully formed song on ATTENTION ATTENTION following intro “THE ENTRANCE,” isn’t just the introduction to the album as a whole. Its music video also kicks off what frontman Brent Smith says is planned as a series, with a clip for every song on the record. So it makes sense that Bill Yukich, the lead editor on Beyonce‘s Lemonade film for HBO, is helming the project.
Smith says that Yukich’s original treatment for “DEVIL” ended up getting shelved, but doing so led to the concept of recording a video for each song, not just what eventually came of the lead music video.
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